The context around the Thanksgiving bundle campaign is so importnat. The timing issues you identifed with the local election and economic uncertanty really show why we cant just look at click rates in isolation. Your segmentation strategy for future campaigns makes a lot of sense.
Exactly! I'll also add that last year we had a lower price-point two-pack bundle that they aren't offering anymore. That pack sold quite a bit more than the other bundles (which are virtually identical otherwise). So, they've literally removed one of their best-selling products. Taking all of this into account, it's unsurprising that they aren't seeing the sales they did on these bundles last year.
The context around the Thanksgiving bundle campaign is so importnat. The timing issues you identifed with the local election and economic uncertanty really show why we cant just look at click rates in isolation. Your segmentation strategy for future campaigns makes a lot of sense.
Exactly! I'll also add that last year we had a lower price-point two-pack bundle that they aren't offering anymore. That pack sold quite a bit more than the other bundles (which are virtually identical otherwise). So, they've literally removed one of their best-selling products. Taking all of this into account, it's unsurprising that they aren't seeing the sales they did on these bundles last year.