Most email marketers are celebrating the wrong number. Your open rate looks great: 38%, 42%, maybe

Most email marketers are celebrating the wrong number. Your open rate looks great: 38%, 42%, maybeMost email marketers are celebrating the wrong number. Your open rate looks great: 38%, 42%, maybe

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Franco Vidal

• 2d

Most email marketers are celebrating the wrong number.

Your open rate looks great: 38%, 42%, maybe even 50%.

But if your Click-to-Open Rate (CTOR) is sitting at 2-3%... your emails aren't really working.

CTOR tells you how many people who actually opened your email also clicked something, it's the real measure of whether your content is landing.

Here's what kills CTOR silently:

· Too many links competing for attention

· A subject line that promises one thing, body delivers another

· A CTA that's vague ("learn more")

I spotted this with a client recently, solid opens but almost zero revenue from email, so i simplified the structure, rewrote the CTA, and aligned the offer with the subject line. CTOR jumped from 3% to 11% in two weeks.

One metric, different results.

Are you tracking CTOR? Drop your number below.

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Alex Prokhorov

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David Akinlosotu

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Too cool 🙌

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Taras Oliinyk

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Stunning!

Daniel G Bright

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• Mar 24

Brand awareness is not your problem

Every week I talk to a founder who tells me "We need more brand awareness." And every week I ask the same question: "What happens when someone actually lands on your site?"

Silence. Or worse is they already know the answer. The site looks like it was built by a different company than the one they describe on sales calls.

If you're Series A to C your problem is what happens after they find you. The credibility gap, where your product has outgrown your brand, and every surface a prospect touches (like your site, your deck, your onboarding) quietly undermines the trust your sales team just spent 45 minutes building.

Pouring money into awareness when these surfaces don't convert attention into trust is like turning up the volume on a broken speaker.

Fix the gap first

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