Click To Open Rate (CTOR) is the percentage of unique clicks and unique opens for your email campaign. It is an effective measure of how compelling your content is relative to the quality of your target list. In other words, ensuring you have emailed the right audience and have presented them with a compelling call to action will increase your CTOR.

Email Click Rate is the number of unique recipients who clicked on any link in your email, represented as a percentage of successfully delivered emails. This metric is a good indicator of how click-worthy your subject lines are, and can also be used to gauge email deliverability.

Email Reply Rate measures the percentage of sent emails that generate a reply. This metric is crucial for assessing the effectiveness of email marketing campaigns, customer engagement, or team communication efforts. Higher reply rates typically signify that the content of the email is resonating with the audience, prompting them to engage in the conversation. However, it's important to keep in mind that various factors can influence Email Reply Rate, including the quality of the email content, the subject line, and the relevance to the recipient.

Emails Clicked is the number of unique recipients who clicked on any link in your email. Clicks, or Click Through Rate, is often the key measurable result for most email campaigns and a good indicator of the quality of content.

Emails Opened is the number of unique recipients who opened your email. Because the number of people who open your email impacts every other downstream metric, such as clicks, it makes sense to pay special attention to this one.