Fictional Studio / Email review
More readers clicked.
The reason needs a closer look.
What changed
The later campaign’s click rate was 20%, compared with 10% for the earlier campaign: an increase of 10 percentage points. Each campaign was sent to 100 recipients in this fictional example.
View the underlying figures ↓What this does not establish
More clicks are not proof of more customers.
These figures do not establish why engagement changed, whether the audiences were comparable, or whether clicks became qualified inquiries. No website or sales attribution is present.
A useful next step
Review the audience, subject line, content and offer for both campaigns. Then check whether campaign links can be connected to an agreed website conversion before attributing business value.
Evidence ledger
| Campaign | Sent | Unique clicks | Click rate |
|---|---|---|---|
| September 20 | 100 | 10 | 10% |
| October 5 | 100 | 20 | 20% |
Calculation: unique clicks ÷ sent × 100. These are separate campaign observations, not a causal experiment or a cross-channel attribution model.