Question: You're on the lead generation team at a wine reseller called Partners in Wine. You've noticed that the user open rate of your emails has dropped over the last couple of months. What are some first steps you could take to solve this issue?
- Stop sending the emails immediately. The subscribers have spoken.
- Reinvest all email marketing resources into social media platforms like TikTok, to see if users prefer to engage there.
- Start to A/B test areas like your subject lines to see if you can improve your open rate. If things don't improve, consider reaching out to select customers for more information.
- Continue to send the emails. It's likely a drop due to seasonality, but nothing to worry about immediately.
Explanation
A decline in open rate should be investigated with data before making major channel changes. A/B testing lets marketers isolate variables such as the subject line and compare performance under controlled conditions. If testing does not identify a clear improvement, customer feedback can reveal whether expectations, relevance, or frequency have changed. This approach supports inbound marketing because it improves communication based on audience behavior rather than assumptions.
Why the other options are incorrect
Stop sending immediately overreacts without diagnosing the cause of the performance decline.
Shift resources to TikTok changes channels before validating whether email content, timing, or relevance is the issue.
Keep sending unchanged ignores performance data and misses an opportunity to optimize.
Source for verification
https://knowledge.hubspot.com/marketing-email/create-and-run-an-a-b-test-in-a-marketing-email
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