How Do Email Links Impact Click-Through Rates?
As part of its 2016 email study, Experiments in Email Marketing: Principles of Effective Emails Based on A/B Testing, Crescendo performed a test evaluating the click-through rate of an email with fewer links versus and email with multiple links. We designed two emails for Oklahoma City Community Foundation using the same subject line: “Provide for Your Family While Impacting our Community.”
Version A included four different links, all offering a downloadable wills guide. Version B included 13 links, providing the recipient with various offers and web pages. Version A had a higher CTR (16.19%) compared to Version B (13.66%). In this case, the email that focused on a single offer produced the best results. The CTR for the targeted message was nearly 20% higher than the broad-based approach.
Our conclusion was that offering more options with a higher number of links won’t necessarily generate a higher CTR. Said another way, you can lose your supporters by giving them too many options. Crescendo's study confirms what other marketing research has shown. Presenting your supporters with too many options in a single email results in lower response rates.
If you want people to respond to your emails, it’s better to limit the ways in which they can respond. You’ll get better results from giving your supporters fewer, more targeted options rather than making their choice difficult with so many offers.
When you are writing an email, decide up front what is most important to you — what one action do you want recipients to take — and then focus your offer on achieving that result. For more information on email best practices, contact Crescendo at 1-800-858-9154.
About Kristen Schultz Jaarda, JD, LLM
Kristen Schultz Jaarda is Executive Vice President of Crescendo Interactive, Inc. She specializes in charitable tax planning and online marketing for planned gifts. She is responsible for client education and leads Crescendo's marketing services and support team. She is a nationally recognized speaker, conducts seminars nationwide and is a principal faculty member of GiftCollege.
Kristen serves as a board member for the American Council on Gift Annuities (ACGA) and as a member of the ACGA Rates and State Regulations Committees, Editorial Advisory Board member for Planned Giving Today, Committee Member for the ABA Charitable Planning and Organization's Group, past Legislative Chair and a board member for the Partnership for Philanthropic Planning of Greater Los Angeles (PPP-LA), a member of the Ventura County Planned Giving Council and a committee member and volunteer for several California charities. She writes weekly for CrescendoTweet and her planned giving blog.
Previously, Kristen served as Counsel to the Assistant Secretary of Education in Washington, D.C. and was Oversight Counsel to the U.S. House Committee on the Judiciary. Prior to that, she worked in a public affairs law practice. Kristen graduated from UCLA School of Law where she was Law Review Editor. She completed her Tax LL.M. with honors at Loyola School of Law. Kristen is a member of the California State Bar, D.C. Bar and the Maryland State Bar.