Unpopular opinion: When optimizing emails for sales, you shouldn’t worship (i.e. prioritize) your email CTRs.
Before you shout “blasphemy!” – I hope you hear me out.
So have a quick listen and allow me to explain…
- why I (mostly) consider CTR a vanity metric
- what “trash clicks” are and why they throw off true email performance
- which email success metric matters most and
- what test to run to determine if split test winners are actual winners
Then… why not share your experiences in the YouTube comments section?
Transcript – coming soon!
