How adding more text links affects clickthrough rate in an email Experiment ID: #8516


Experiment Summary

Timeframe: 2/4/2018 - 2/7/2018

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?

MECLABS Conversion Factors Targeted

C = 4m + 3v + 2( i - f) - 2a ©

Copyright 2015, MECLABS


C: Fewer, raw links
T1: Lots of text links


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.

Share this research with a colleague

Our mission is to help elevate the field of fundraising by openly sharing our research and inspiring a wider community of testing and optimization. If you have found our research to be helpful, insightful, or even just interesting—please share it with a fellow fundraiser.

Experiment Documented by...

Nathan Hill

Nathan is an Optimization Evangelist at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.