Violet, a local florist, has identified a problem with her recent email campaign: her click-throughs on product links are lower than usual. She wants to improve the click-through rate on her campaign, but she’s a bit lost on how to proceed. What should she do next?
- She should relaunch her previous campaign—there’s no reason to mess with success.
- Her audience might just be bored—she should craft a whole new campaign focused on video, illustrations, and animated GIFs to get their attention with something fresh and new.
- She needs to analyze the data, pick a variable to test—such as the subject line—and come up with a few hypotheses around how that variable could be improved. Then, she can run an A/B test to see what works best for her audience.
- She should ask her most loyal users for advice—they may know what isn’t clicking with her most recent campaign and be able to guide her toward a solution.