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In this post we cover the following topics:
- What are dormant or inactive subscribers
- What is re-engagement and how it is done
- Ideas for re-engagement campaigns and emails
- How to better use nuevoMailer for effective re-engagement and list segmentation.
What is CTOR and how it is calculated.
Different vendors have different ways of measuring CTOR. For example, Litmus defines it in this way:
"The click-to-open rate (CTOR) is how many of your opened emails were clicked on."
We believe this is accurate and we use exactly the same way in nuevoMailer reports.
The CTOR shows what percentage of those who viewed the newsletter clicked at least one link.
In other words we count the "clickers" within the "openers" group.
These groups may vary. The "view or open" of a newsletter can only be captured when the recipient explicitly allows image downloading when viewing the email. In most cases this is enabled by default (at least for subscribers that have you as a trusted sender). But one can still click a link without downloading images.
So with CTOR we focus on those who opened and clicked.
Gmail and Yahoo (AOL) have announced new protection standards and requirements for bulk email senders. In short, they require that you,
- Authenticate your email using DKIM, SPF and DMARC records.
- Enable easy opt-out.
- Ensure you're sending emails your subscribers want.
When?
- Yahoo says 1st quarter of 2024. See blog post with details.
- Gmail by February 2024 but in fact it is already in effect. See blog post with details.
What you should do
- Check your emails for DKIM, SPF and DMARC records. Use a service like Mail tester.
- Check your nuevoMailer activity log for errors.
- Check your email clients report. If you had seen a drop in Gmail then something may be wrong.
- Use Google's postmaster tools.
- With nuevoMailer SB v.9.9 and ESP v.4 you can DKIM-sign your emails. You should only do this if your provider does not give you this option. You can read more on this here.