TLDR Tech / Marketing
Why don't email subscribers click?
A recent study indicates that many engaged email subscribers don't click on links, rendering click-through rate an unreliable metric for engagement. This phenomenon is attributed to factors like email clipping, AI inbox summaries, and corporate security filters. Furthermore, users often consume content directly within the email or find their intent satisfied without needing to click, especially if emails contain too many links. The article suggests reducing unnecessary links, designing self-sufficient emails, and measuring performance through replies, conversions, and pipeline impact rather than click activity.
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