Checking the myth: “Many links open in long letters”
This article is not for those who are just starting out. You will need this information if you are already involved in email marketing and want to perfect your emails.
It does not make sense for a doctor to study the methods of treating rare diseases of the kidneys until he has studied the general physiology of the body. Also in the mailing list - until you make several mailings, you will not be able to use what you learn now.
UniSender conducted its own research of the email market in the CIS . We analyzed data from 390,268,887 letters sent through UniSender in October 2014. In this part of the study, based on graphs and comparison of mailings of companies from different industries, we found out if it is true that the longer the letter, the more clicks from the links in the letter.
Let's look at the chart:
The density of transitions shows how many times one person clicked in the letter. On the graph we see the trend - people do not necessarily follow the majority of links from longer letters.
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When we talked about clicks in letters, we found out that a person makes one - maximum two transitions from a letter. Now we find out that people do not change their behavior, even if they read a longer letter.
The same thing happens with mailings from companies in various industries:
The graph shows that the industry does not affect click density. Both the reader of the travel agency mailing list and the subscriber of the online store are likely to click in the letter once and go to the site.
Usually, we are writing a letter with a specific purpose: notify, sell a product, service, or get a response from the user.
Since we see that subscribers basically click once or twice, you need to focus on the first, maximum two main links.
UniSender sends more than 20 million emails every day. Based on the statistics of these letters, we constantly analyze what is happening in email marketing in the CIS.
You can access the study on this page .
If you have any questions, write them in the comments, we will definitely find the answer in the study.
It does not make sense for a doctor to study the methods of treating rare diseases of the kidneys until he has studied the general physiology of the body. Also in the mailing list - until you make several mailings, you will not be able to use what you learn now.
UniSender conducted its own research of the email market in the CIS . We analyzed data from 390,268,887 letters sent through UniSender in October 2014. In this part of the study, based on graphs and comparison of mailings of companies from different industries, we found out if it is true that the longer the letter, the more clicks from the links in the letter.
Let's look at the chart:
The density of transitions shows how many times one person clicked in the letter. On the graph we see the trend - people do not necessarily follow the majority of links from longer letters.
')
When we talked about clicks in letters, we found out that a person makes one - maximum two transitions from a letter. Now we find out that people do not change their behavior, even if they read a longer letter.
The same thing happens with mailings from companies in various industries:
The graph shows that the industry does not affect click density. Both the reader of the travel agency mailing list and the subscriber of the online store are likely to click in the letter once and go to the site.
Usually, we are writing a letter with a specific purpose: notify, sell a product, service, or get a response from the user.
Since we see that subscribers basically click once or twice, you need to focus on the first, maximum two main links.
Practice Tips:
- Repeat target link
The main goal of your letter is to bring a person to the site. Already on the site, he gets on the landing page and makes (or does not make) the decision to purchase. - Do not forget the call to action
If your link does not stand out or is hidden in a paragraph of 10-line text, this is not the best option. The letter should contain a call to action that will encourage a person to click at least once. - Lead to the site
The latest trend in the CIS is a gradual transition from letters with a variety of goods to letters with links to one convenient landing page. For example, instead of a set of tours for 5-6 screens - a link to the tour selection form.
Where can I subscribe to receive research results?
UniSender sends more than 20 million emails every day. Based on the statistics of these letters, we constantly analyze what is happening in email marketing in the CIS.
You can access the study on this page .
If you have any questions, write them in the comments, we will definitely find the answer in the study.
Source: https://habr.com/ru/post/376051/
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