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?

To improve click-through rates, Violet should analyze her campaign data to identify potential weaknesses. A/B testing is a data-driven approach that allows her to systematically test different elements, like subject lines, call-to-action buttons, or email content, to see which variations perform best with her audience. Relaunching the same campaign without changes won't address the underlying issue. While new content like video can be engaging, it's a broad change that might not directly target the problem without prior analysis. Asking loyal users for advice can provide anecdotal feedback but isn't as scalable or statistically significant as A/B testing.