What to check before reworking an underperforming email campaign

When a campaign gets clicks but fewer purchases than expected, focus next on what happens on your storefront.

Your email promises 20% off.

The customer clicks, but your site greets them with a popup offering 10%.

Which discount do they get?

The email set an expectation. The storefront made it unclear.

Rewriting the email won’t fix that confusion.

Action Item:

Choose one campaign that got clicks but fewer purchases than expected.

Click the email like a customer would, choose a product included in the promotion, and add it to your cart.

Then check:

Is the promised discount still clear?

Does it apply the way the email said it would?

If another offer conflicts with it or the customer needs instructions to get the discount, fix that before rewriting the email.

✨ Takeaway: When customers click but don’t convert, check your storefront experience before you blame the email.