Does Increasing the Number of Appeal Links Boost Email Clicks?
Experiment ID: #202595
Bible League Canada
Experiment Summary
Timeframe: 02/11/2026 - 02/28/2026
Bible League Canada (BLC) distributes Bibles and biblical resources to believers worldwide. We tested whether adding more appeal links to a fundraising email would increase visits to the donation page.
Email #2, a follow-up in the campaign, targeted interested readers and sought to reinforce urgency while encouraging donations from an engaged audience.
This experiment asked: Would increasing the number of donation links in the email body increase clicks to the donation page? Or is a single plain-text link sufficient once donor motivation is established?
The Control version included a single plain-text donation link within the email.
The Treatment version included the same plain-text donation link and also hyperlinked two additional sections of body copy higher up in the email. These additional links directed to the same donation page and provided readers with more opportunities to click as they engaged with the message.
The language, story, and overall appeal copy remained the same across versions. The only variable tested was the number and placement of donation links within the email.
In summary, the experiment compared click-through rates between an email with a single donation link and one with multiple links. Key findings showed that increasing the number of donation links in the email led to higher click-through rates to the donation page, providing clear insights into donor behavior for future campaigns.
Research Question
We believe that increasing the # of donation appeal links in a campaign appeal email will drive more clicks to the donation page because the additional links will reduce friction and capture reader attention at different points of engagement within the email.
Design
C: Control - One Appeal Link
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control - One Appeal Link | 1.8% | ||
| T1: | Treatment - Three Appeal Links | 3.5% | 90.9% | 100.0% |
This experiment has a required sample size of 728 in order to be valid. Since the experiment had a total sample size of 5,204, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
90.9% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The results of this test confirmed our hypothesis that increasing the number of appeal links in the email would increase clicks to the donation page. The Control email generated 47 clicks, resulting in a 1.8% click-through rate. The Treatment generated 90 clicks, resulting in a 3.5% click-through rate. This means that adding appeal links to the email drove a 90.9% increase in clicks to the donation page, with a 90.9% level of statistical significance. When readers feel motivated to act, even briefly, having an immediate opportunity to click increases the likelihood of follow-through. The additional links likely reduced friction by allowing readers to click at the moment conviction or urgency peaked — instead of requiring them to scroll down to find the link. Due to the small sample size of the donation data from this test, we were unable to validate any specific downstream impacts, such as differences in total gifts or revenue between versions. As a result, this test confirms increased giving intent (clicks), but does not yet confirm increased giving outcomes. Further testing is needed to determine whether this lift in clicks consistently translates into increased gifts and revenue, and to confirm whether this effect holds across other campaign emails, including a launch email or a final-day ask. Our recommended next step is to test this hypothesis again across multiple emails within a fundraising campaign and to evaluate not only clicks but also downstream conversions and revenue impact. Aggregating results across several sends will help determine whether this tactic should become a standard structural best practice for Bible League Canada’s email program.