Question: You’re running an email campaign. The last email you sent had a click-through rate of 2.7%, while your campaign’s average CTR is 3.1%. Is your last email’s CTR high-performing or low-performing?
- Low-performing because it’s less than the average CTR
- High-performing because it’s relatively close to the campaign’s average CTR
- Low-performing because any CTR under 5% is underperforming
- Needs further context, especially of the industry specific benchmark
Explanation
Click-through rate must be evaluated against more than one comparison point. A send can perform below the campaign average while still performing well against an industry benchmark. HubSpot marketing email analytics are most useful when results are interpreted with context such as audience, campaign history, and benchmark data. Internal averages show campaign trend, but they do not define overall performance on their own.
Why the other options are incorrect
Less than average CTR is incorrect because internal campaign average alone is not enough context.
Relatively close CTR is incorrect because closeness to the campaign average does not prove strong performance.
Under 5% CTR is incorrect because a universal cutoff ignores industry and audience context.
Source for verification
https://knowledge.hubspot.com/marketing-email/analyze-your-marketing-email-campaign-performance
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "HubSpot Email Marketing" page.