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(Case study) WGBH Radio
A look at this public radio's efforts to stimulate donations and renewals via email. It's interesting to see how CTR and conversion rates differ between segments and offers. And to see how the CTR and conversion patterns are not identical.
In other words, comparing offers based on CTR or conversion rate alone could lead to duff decisions - you have to look at the two together (and not forgetting the bottom line $ figures as well, which aren't mentioned in the article).
A look at this public radio's efforts to stimulate donations and renewals via email. It's interesting to see how CTR and conversion rates differ between segments and offers. And to see how the CTR and conversion patterns are not identical.
In other words, comparing offers based on CTR or conversion rate alone could lead to duff decisions - you have to look at the two together (and not forgetting the bottom line $ figures as well, which aren't mentioned in the article).
Permalink | October 28, 2005 |
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