When an issue arises in government that requires fast mobilization of your advocates, you typically blast them with an urgent email call-to-action. And then, you wait and watch the letters roll in.
If you're hoping for a silver bullet that super-charges your next advocacy campaign, this is not the blog post for you. Rather, this is a case of common-sense assumptions proven true thanks to segmentation, analytics and a little technology.
Ever since I began my digital advertising career in 2009, I have heard the same two click-through-rate (CTR) metrics recycled year after year – benchmark CTR for Search is 1% and benchmark CTR for Display is 0.1%.