How adding more text links affects clickthrough rate in an email
NextAfter
Experiment Summary
Timeframe: 02/04/2018 - 02/07/2018
In this experiment, we were getting ready to send a research update email featuring recent content and learnings. Our typical email includes only raw url links, and focuses in a select few pieces of content. We wondered if adding additional text links, and more in line opportunities to view content could increase total clicks from the email to the website.
Research Question
Will adding more text links increase clickthrough rate?
Design
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Fewer, raw links | 7.7% | ||
| T1: | Lots of text links | 8.8% | 14.2% | 73.6% |
This experiment has a required sample size of 4,889 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
Although it didn’t reach the level of confidence we would like, the treatment using more text links was leaning towards the winner with a 14.2% increase in clicks. This indicates that we can drive more traffic to our website from email marketing when we included additional links and more varied content.