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5 things we’ve learnt about our customers from Click Maps

Since the release of Click Maps we’ve been analysing the location and types of links that customers have been clicking in our emails.

We’ve gained some really useful insights into our customer’s behaviour and wanted to share our experience with you here.

Hopefully it’ll inspire you to try some of the different approaches with your own links and ultimately increase conversions from your email marketing campaigns.

Before we start though, it’s important to note that there aren’t any hard and fast rules that’ll guarantee someone will click a link in your email.

But with Click Maps you can begin to piece together the puzzle by gaining valuable insights into what your customers are clicking. These insights can then be used to optimise future campaigns.

1. The power of the pop out box

Pop-out boxes stand out

The above snapshot is from a recent Email Marketing Summit of Australia email and shows the exact same link in three different positions. ‘Save the date’ is in the main section of the email (both a text link and button) and also in the grey pop out box.

The Click Map report above clearly shows the pop out box link received far greater clicks. In fact it received over 1800 more clicks than the links in the body of the email.

2. Eye catching buttons increase clicks

Use buttons to increase clicks

We’re seeing time and time again that buttons draw more clicks than in text links. Above is a textbook example that shows brightly coloured buttons draw not only attention but clicks.

It’s worth remembering even though one style of link may generate more clicks, it’s important to cater to all of your readers, not just the majority. In the example above although the button is getting more clicks, some people are still using the in text link, so it makes sense to continue including both.

3. It’s not all about design…

Valuable content makes the difference

We learnt something very interesting looking at the Click Map report from our last newsletter. If we want to increase clicks it’s important to include a ‘hero piece’, something that is valuable to readers such as a free e-guide, template or webinar.

By including our free Anatomy of an Email e-guide, the email received 50% more clicks than previous newsletters.

4. Competitions add value to emails

Competitions increase clicks

Now we aren’t saying put a competition in every email but the Click Map above shows that a relevant competition can add value for customers.

And we have to remember, value drives clicks and in this case including a competition doubled the number of clicks in the email (compared to a previous email with the exact same lay out).

5. Don’t discount the good old P.S

Power of the P.S

We’ve repeatedly found that including links to our blog in emails as a ‘P.S’ is an effective way to provide more in-depth content. The Click Map report above highlights using P.S in emails is a great way to increase clicks while providing relevant and useful information to your customers.

Use the extra insights to optimise future emails

Now that we have a better understanding of what makes our customers click we can make informed decisions about what to include in emails. Hopefully these insights will help you with your next email too.

But of course this is just us, we encourage you to look at your Click Maps to find out what makes customers click in your emails.

We’d love to know what you’ve learnt looking at your Click Maps? Please share your experiences in the comments below.

Kelly Newbery

Posted by:

Kelly Newbery
Content Marketing Manager

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