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.

Visit this page to read the complete article.

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.