What makes a marketing e-mail or newsletter efficient? One can judge, for instance, by the number of users that opened the message or clicked on a specified element representing primary action, such as a product link or button.
Those indicators measure user engagement precisely; however, they are limited to the last phase of interaction with e-mail or newsletter. The act of clicking certain element in a marketing e-mail is a result of a longer process of identifying, assimilating, and analyzing its content. It is in those three steps that the decision is made to take action or not, and it is those three steps that are not analyzed or included in standard efficiency measurement, such as CTR or open-rate.
Therefore, click-through-rate or open-rate measures only completed processes, not taking into account those interrupted. Moreover, those parameters do not inform us about “why” a certain user decided to click or abandon the message. Continue reading Context matters