Test different value propositions in the body copy

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Test different images or videos within the email.
Compare the performance of multiple CTAs within the same email.
Troubleshooting Low Performance:
If CTR is consistently low across the board, review your overall email strategy: Is your list healthy? Is your content providing genuine value? Are you sending too often (leading to fatigue) or not often enough (leading to forgotten brand)?
Low CTOR can indicate issues with trust (e.g., recipients don't trust the links), clarity (they don't understand what to do), or relevance (the content isn't what they expected).
Connecting Email to Website Analytics:
Always use UTM parameters on your email links. This uae email list allows you to track the full user journey from email click through to conversion on your website.
Analyze bounce rates on your landing pages for email traffic. High bounce rates after a click indicate a poor landing page experience or a mismatch between the email's promise and the landing page's reality.
Challenges and Considerations
Spam Filters: While subject lines play a role, overly aggressive CTAs or suspicious links can sometimes trigger spam filters, impacting deliverability before any clicks can occur.
Apple Mail Privacy Protection (MPP): MPP impacts open rate tracking by pre-fetching email content. However, CTR remains a reliable metric because a click only occurs when a user actively engages with a link. MPP has reinforced CTR as an even more critical engagement metric.
Bot Clicks: Sometimes, security scanners or bot activity can generate fake clicks. While sophisticated ESPs try to filter these out, they can occasionally skew total click numbers. Unique clicks are less affected.
Attribution Challenges: While email is a touchpoint, it's often part of a broader marketing funnel. Understanding the multi-touch attribution of conversions can be complex, but tracking CTR and then conversion rate helps to attribute direct value.
Statistical Significance: As with A/B testing subject lines, any A/B testing of internal email elements based on CTR needs to be conducted with a statistically significant sample size to ensure reliable results.