GMAT Focus EditionData InsightsMedium
A marketing team is tracking the performance of two email campaigns, Campaign A and Campaign B. They have collected data on the number of emails sent, open rates, and click-through rates. They want to determine which campaign generated more clicks relative to the number of emails opened. Campaign A: 10,000 emails sent, 2,000 opened, 300 clicks Campaign B: 12,000 emails sent, 2,500 opened, 350 clicks Which campaign has a higher click-through rate based on emails opened?
- ABoth campaigns have the same click-through rate based on opens
- BThe information provided is insufficient to calculate the rate
- CCampaign B
- DCampaign A
Show answer & explanationAnswer & explanation
Correct answer: D. Campaign A
To find the click-through rate based on emails opened, divide the number of clicks by the number of opened emails. Campaign A: 300 clicks / 2,000 opened = 0.15 or 15%. Campaign B: 350 clicks / 2,500 opened = 0.14 or 14%. Campaign A has a higher click-through rate based on opens.
Why the other options are wrong
- A. The click-through rates based on opens are not the same for both campaigns.
- B. The necessary information (clicks and opened emails) is provided to calculate the rate.
- C. Campaign B has a click-through rate of 14% based on emails opened, which is lower than Campaign A.
Open-to-Click Rate
The Open-to-Click Rate (OTCR) measures the percentage of opened emails that result in a click. It indicates how engaging the content within the email is to those who chose to open it.
- Calculated as (Clicks / Opens) * 100%.
- Focuses on content effectiveness post-open.
- Distinct from overall click-through rate (Clicks/Sent).
Memory trick: From open to click, your email content needs to stick!