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?

Question: 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.

The right answer was: Your CTA’s copy is generic.