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You can never escape the constant grind of analyzing your email campaigns by their click thru rates, and calculating and re-calculating what constitutes a good click thru rate. In fact, some strategists and long-time, client-side email marketers have over the years become obsessed with how to increase click thru rates, but in the process, have failed to keep an eye on the real prize.
I call it the revenue click. The revenue click is the click that produces the most revenue in your email, and should be prioritized above all other clicks. The revenue click could be your least-clicked link, but still make you the most money. If you don’t know what your revenue click rate is, or you haven’t done analysis on it, now would be the time to find it and optimize accordingly.
So stop worrying about overall click thru rates, and start worrying about finding and maximizing your revenue click.
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