Why has the click-through rate on Gousto's weekly menu email decreased from 12% to 8% in the last two weeks?

Introduction

The recent decline in Gousto's weekly menu email click-through rate from 12% to 8% over the past two weeks is a concerning trend that requires immediate attention. This significant drop could impact customer engagement and ultimately affect Gousto's core business of meal kit deliveries. To address this issue, I'll employ a systematic approach to identify, validate, and resolve the root cause while considering both short-term fixes and long-term strategic implications.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might have been a recent change in the email content or design. Has there been any modification to the email template or content strategy in the last month?

Why it matters: Changes in email structure could directly impact user engagement. Expected answer: Yes, we updated the email template two weeks ago. Impact on approach: If confirmed, we'd focus on analyzing the specific changes made and their potential impact on user behavior.

• Considering user segments, I'm curious about the distribution of this decline. Is the 4% drop consistent across all user segments, or are certain groups more affected?

Why it matters: Identifying specific affected segments could point to targeted issues. Expected answer: The decline is more pronounced among newer customers. Impact on approach: We'd investigate factors that might be particularly deterring new users from engaging with the emails.

• Given the sudden nature of the drop, I'm wondering about any technical issues. Have there been any reported problems with email deliverability or rendering across different email clients?

Why it matters: Technical issues could explain a sudden, widespread decrease in engagement. Expected answer: No major technical issues have been reported. Impact on approach: If confirmed, we'd shift focus from technical problems to content and user experience factors.

• Thinking about external factors, has there been any significant change in marketing campaigns or promotions that might have affected email engagement?

Why it matters: Changes in marketing strategy could influence how users interact with emails. Expected answer: We launched a new social media campaign two weeks ago. Impact on approach: We'd examine how this campaign might be impacting email engagement, potentially drawing attention away from emails.