Why has the click-through rate for YouGov's political polling email invitations decreased by 20% in the last two weeks?

Introduction

The recent 20% decrease in click-through rate for YouGov's political polling email invitations is a concerning trend that requires immediate attention. To address this issue, I'll employ a systematic approach to identify, validate, and resolve the root cause while considering both short-term and long-term implications for our product strategy.

Step 1

Clarifying Questions (3 minutes)

• Considering the timing, I'm wondering if there have been any recent changes to our email content or design. Have we made any modifications to our email templates or subject lines in the past month?

Why it matters: Changes in email content could directly impact user engagement. Expected answer: No significant changes made recently. Impact on approach: If changes were made, we'd focus on A/B testing to isolate their impact.

• Given the specific 20% decrease, I'm curious about our baseline metrics. What was our average click-through rate for political polling emails before this decline?

Why it matters: Understanding the baseline helps quantify the impact and set realistic recovery goals. Expected answer: Around 15-20% CTR previously. Impact on approach: A lower baseline might indicate a more systemic issue requiring broader strategic changes.

• Noticing the focus on political polling, I'm wondering about the current political climate. Have there been any major political events or controversies in the past two weeks that might affect public interest in polls?

Why it matters: External factors could be influencing user behavior independently of our product. Expected answer: No significant political events recently. Impact on approach: If there were major events, we'd need to factor in temporary shifts in public interest.

• Considering potential technical issues, I'm curious about our email deliverability. Have we noticed any changes in our email open rates or spam folder placements recently?

Why it matters: Technical issues could be preventing our emails from reaching users effectively. Expected answer: No significant changes in deliverability metrics. Impact on approach: If deliverability issues are identified, we'd prioritize technical solutions with our email service provider.