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Whenever a subscription center link is clicked and the Contact unsubscribes, it is counting towards the Click Through Rate. This is problematic for a number of reasons:
1. One of the primary metrics for A/B testing is Click Through Rate. If I sent 2 versions of an email to 2 groups of 10 customers and here are the stats:
a. Email 1 had 2 clicks on links embedded in the body of the email that pointed to pages on our website
b. Email 2 had 6 clicks, all of them unsubscribes.
c. In this instance, Email 2 would have won the A/B send and been sent to the remaining customers, which is
actually the opposite of what I would want to happen.
2. Customer Journeys also have the ability to have split logic. So let’s say I want to create a Lead for a Sales person to follow-up only if the Contact clicks a link. Well those 6 unsubscribes above now have activities for sales reps to follow-up even though they just unsubscribed.
3. This also means we cannot leverage Clicks in Lead Scoring models because we cannot trust the values of the individual clicks.
Even Clickdimensions separates out Clicks and Unsubscribes. Unsubscribes don’t count as clicks, even though they had to click a link to unsubscribe.
1. One of the primary metrics for A/B testing is Click Through Rate. If I sent 2 versions of an email to 2 groups of 10 customers and here are the stats:
a. Email 1 had 2 clicks on links embedded in the body of the email that pointed to pages on our website
b. Email 2 had 6 clicks, all of them unsubscribes.
c. In this instance, Email 2 would have won the A/B send and been sent to the remaining customers, which is
actually the opposite of what I would want to happen.
2. Customer Journeys also have the ability to have split logic. So let’s say I want to create a Lead for a Sales person to follow-up only if the Contact clicks a link. Well those 6 unsubscribes above now have activities for sales reps to follow-up even though they just unsubscribed.
3. This also means we cannot leverage Clicks in Lead Scoring models because we cannot trust the values of the individual clicks.
Even Clickdimensions separates out Clicks and Unsubscribes. Unsubscribes don’t count as clicks, even though they had to click a link to unsubscribe.
STATUS DETAILS
Completed
Administrator on 3/29/2024 8:42:48 AM
In Real-time Journeys, clicks to the "Preference center" link will counts as link clicks, however when a contact actually unsubscribes, an unsubscription interaction will be registered in the system and surfaced in email analytics.