Why has the click-through rate for MoEngage's email campaigns declined by 20% for e-commerce clients in the past quarter?

Introduction

The decline in click-through rate (CTR) for MoEngage's email campaigns by 20% for e-commerce clients in the past quarter is a significant issue that requires thorough investigation. This analysis will systematically identify, validate, and address the root cause while considering both immediate and long-term implications for our product and clients.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be seasonal factors at play. Has this 20% decline been compared to the same quarter last year?

Why it matters: Seasonal trends can significantly impact e-commerce behavior. Expected answer: Yes, it's been compared to the same quarter last year. Impact on approach: If it's not seasonal, we'll focus more on recent changes or issues.

• Considering the specificity to e-commerce clients, I'm wondering about industry trends. Have we seen similar declines in CTR across other industries using MoEngage?

Why it matters: This helps isolate whether the issue is e-commerce specific or more widespread. Expected answer: The decline is primarily in e-commerce. Impact on approach: If e-commerce specific, we'll investigate industry-related factors more closely.

• Given the focus on CTR, I'm curious about other engagement metrics. Has there been any change in open rates or conversion rates during this period?

Why it matters: This helps understand if the issue is isolated to click-throughs or part of a broader engagement problem. Expected answer: Open rates have remained stable, but conversion rates have also declined slightly. Impact on approach: If other metrics are affected, we'll look at broader issues in email content or user behavior.

• Thinking about recent updates, have there been any significant changes to MoEngage's email campaign features or algorithms in the past quarter?

Why it matters: Product changes can often lead to unexpected performance shifts. Expected answer: A new AI-powered subject line generator was introduced two months ago. Impact on approach: If there have been changes, we'll investigate their potential impact on CTR.