A lot of companies use web analytics to track how many people open their emails, how many customers click and how much revenue they generate from e-mail marketing campaigns. But how many companies track creative performance of their e-mails? What in e-mail marketing campaigns do customers click on?
I recently created and sent out an e-mail marketing campaign for an ecommerce client, and we sought to measure this like I do with most of my e-mail marketing service clients. This time, I’ve decided to share the results since it is generally indicative of the kind of customer behavior we normally see.
Below, I’ve broken down the HTML version of the e-mail marketing campaign into common segments to show you how the clicks were distributed:
As you can see, over half of all clicks resulting from this HTML e-mail marketing campaign came from the left navigation containing product category links. I’ve seen this for years.
This may be a stretch, but I would correlate the willingness for customers to click simple left navigation with recent research that indicates that e-mail campaigns with fewer choices get better results. While products and offers contained in e-mail marketing campaigns often litter most retailers’ e-mail creative, the left category navigation remains the most-clicked area of the e-mail campaign.
Food for thought.
