We ran this promotion to increase our share of BillPay users. It was a difficult business model because we rarely included clickable links. Our open rate was usually around 30-35% but our click-through rate rarely jumped over 2%. So that was a challenge. But the company was new to email blasts in general when I started so “phishing” was all anyone talked about. “Don’t add links!” So we had to work around that.

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