Imagine you’re a furniture retailer who sends weekly emails to your subscribers. You’ve created segments based on their purchase history and include their first name in the email body. Your email includes a CTA that reads, “Click here.” Your open rates are high-performing, but your click-through rates are low. Which of the following is the most viable reason?

You’ve sent emails without consent.

Your CTA’s copy is generic.

You’ve used segmentation improperly.

You’ve forgotten to utilize personalization.


Choose an option to see if it’s correct. Check the explanation below.

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Explanation: Imagine you’re a furniture retailer who sends weekly emails to your subscribers. You’ve created segments based on their purchase history and include their first name in the email body. Your email includes a CTA that reads, “Click here.” Your open rates are high-performing, but your click-through rates are low. Which of the following is the most viable reason?


Explanation: The correct answer is **Your CTA’s copy is generic.** While open rates measure the number of recipients who open your email, click-through rates (CTR) indicate the percentage of recipients who clicked on a link within the email. In this scenario, the high open rates suggest that subscribers are interested in the email content, possibly due to personalized elements like their first name and segmented offers based on purchase history. However, the low click-through rates signal a disconnect between the content engagement and the desired action. The generic nature of the CTA, simply stating "Click here," lacks specificity and fails to provide a compelling reason for subscribers to engage further. Effective CTAs should be clear, concise, and action-oriented, guiding recipients on what action to take next and why. By crafting more compelling and specific CTAs tailored to the email content and subscribers' interests, the furniture retailer can likely improve their click-through rates and drive more meaningful engagement with their emails. Therefore, the generic nature of the CTA's copy is the most plausible explanation for the discrepancy between high open rates and low click-through rates.
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