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Marketing
Marketing & Innovation
Click-Through Rates Skyrocket
The Click-Through Rate is how many people click
on an email, expressed as a percentage, and most-
ly depends on how compelling the email is. What
is considered compelling is mostly subjective but
includes the offer itself, the copywriting, and the
presentation, such as an image, text, or a button.
The exciting thing about the Click-Through Rate is
its independence of other metrics – such as Open
Rate or frequency. Click-Through Rates are an accu-
rate indication of a customers’ interest in the mes- of WineGlass Marketing, a full-service direct mar-
sage.
The closure of thousands of wineries and restau-
rants forced customers to look to other channels
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for their essential wine needs. The most obvi-
ous of these channels is emails directing sales to
eCommerce. Therefore, consumer attention and
consumption of email messages swelled in March
and Click-Through Rates stayed high through the
summer. But then we see the exhaustion and dis-
traction set in the fall and we fall below previous
years. When we pull data next year, we hope to see
the typical Q4 spike in 2020 with results in strong
eCommerce sales for everyone.
Want To Hear More From the Report?
Go to our website www.wine-
glassmarketing.com/2020_Emails
for the full report that dives into
frequency, subject lines, and eCom-
merce conversions. Alternatively,
use this QR Code.
Susan DeMatei is the President
keting firm working within the wine industry in
Napa, California.
www.wineglassmarketing.com
877-892-5332
1/5/21 10:07 AM