"It's great working with Alchemy Worx - they
know where we are going before we do"
James Davey Head of Online Marketing, B&Q
Talking Email
Emotional vs Functional links
Generating clicks will provide you with valuable information on each of your
subscribers, from which content is most attractive to exactly what each individual subscriber is interested in.
By separating your functional from your emotional links you will be able to optimise each for what they do best.
Functional links - such as navigation bar links or your logo; help your subscribers
get to where they want to be on your website. Subscribers using these links are usually ready to purchase immediately.
Emotional links - such as a link to a special offer; work hard to convert subscribers
who were not yet ready to interact with you.
Functional links generate 50% more revenue per click than emotional links.
The case study above is typically what we see in our analysis. Whilst functional links do not generate
as many clicks as emotional links overall, they generate a proportionately higher amount of revenue.
Many marketers forget about optimising (or even including) functional links due to the time and
resource required to create content, test and deploy each campaign. Without any effort testing
different link copy and placements, these links will still perform well, however the importance
of these links must not be underestimated and should be continually tested and optimised to
generate the maximum revenue possible.
