Amelia Is A Marketing Assistant At A Big Clothing Brand, And Has Just Sent Out Her First Email Marketing Campaign. She Takes A Look At The Click Through Rate, To Understand How Many People Clicked On A Link In The Email In Order To Land On Her Website. What Is The Drawback Of This Metric?
- (A) The reason for the rate being higher or lower is unknown
- (B) The less people that open the email, the lower the rate
- (C) It doesn’t track the number of bounces
Explanation:
Amelia is a marketing assistant at a big clothing brand, and has just sent out her first email marketing campaign. She takes a look at the click through rate to understand how many people clicked on a link in the email in order to land on her website. The drawback of this metric is that (A) the reason for the rate being higher or lower is unknown.
While clickthrough rate is a useful metric for measuring engagement with an email campaign, it doesn’t provide any insight into why people clicked or didn’t click. For example, if the clickthrough rate is low, it could be because the content wasn’t compelling enough, or because the call-to-action wasn’t clear enough. Without additional data, it’s difficult to know what changes to make to improve the performance of future campaigns.