Find out how the hidden functional links in your marketing emails could be driving a surprising amount of revenue... For many, the role of email is to drive people to a company's website. Then the site can do what it does best and convert prospects. Getting email recipients to click is the primary goal for many email campaigns. So it's not surprising that KPIs (key performance indicators) for email are often centered on click rates, with subject lines, creative, content and calls-to-action all crafted with maximum clicks in mind. Why do clicks matter? Clicks are one of our favorite metrics. For a start, they are much more reliable than open rates, and can be analyzed in a variety of ways to provide a significant amount of insight. For example...
- The absolute number of clicks shows the volume of direct traffic to a website, and allows your email to be compared to other traffic-generating activities.
- Total and unique clicks are typically presented as a percentage of delivered and opened messages, and show the relevance of the content to targeted recipients.
- Total clicks as a percentage of unique clicks (click quotient) is also used to measure how many times each user has clicked.
- Clicks can be used to get up-to-date preference data on a subscriber's interests and needs, which may have changed a lot since they registered to receive emails.
- Clicks are used to qualify leads for follow up which can be done either through triggered mailings to subscribers who have shown an interest in a particular product or service, or via other channels.