Because content that recipients tend to ignoreis useless. Alternatively, you could also decide to cut down the amount of content. If the map shows limited, excessivelylow or zero interaction, it might be a good idea to review the email layout, remodelling the design and establishing amore functional hierarchy. Here too, click maps are a useful tool to help us understand thenumber and percentage of interactions recorded for the content at the bottom ofthe hierarchy. Many campaigns aim to have the recipientscroll through the entire email, interactingwith all the content, even items placed at the very end of themessage. Find out if the layout makes the most of all (and we mean all) the contentĪ best practice in the world of emailmarketing is not to overload your directemails and newsletters with content so as not to water down yourrecipients’ attention with an endless stream of suggestions and ideas. The click map tells us that the hero content got 13,2% of clicks, compared to 9,6% for the secondary content. First of all, we need to verify that the click distribution matches this hierarchy and that most of the interactions are therefore related to the main content, i.e. This choice is obviously in line with a specific strategy. Let’s take one of our latest newsletters as an example:Īs you can see, the newsletter hasa rather marked hierarchy whichplaces certain content in a clearly prominent position and other content onsecondary levels. Make sure the content hierarchy reflects the results You can display the results in two ways:Īs mentioned, representing clicks inthis way has the major advantage of offering a general and immediate overviewof recipients’ engagement.This ismacro-information that can be used to understand if certain strategic aspects are working orneed recalibrating. You will then find a copy of your email with the click distribution for each linkinserted above. You can find the feature via thefollowing: Statistics > Emails > All messages > Clicks >Link tracking. How do my recipients interact withemails? Where do they click? On images, calls to action or text? This isprecisely what the MailUp platform tellsyou by providing an overview of the clicks for each individual campaign. In this post, we will deep dive intoclick maps to understand how theyhelp marketers get a comprehensive view of results and improvethe engagement level ofemails. They are used inmany fields, from journalism to sport and marketing.Ĭlickmaps are nothing more than a derivative ofheat maps: they are tools that provide the reader with the so-called “click geography” in otherwords, they offer a quantitative view of click distribution across a page or email. We explain how they work and how they can be used to improve results.Īre you familiar with heat maps? These are a way to representdata graphically, with colours representing individual values. ![]() ![]() The major advantage of click maps lies in offering an immediate picture of recipients’ engagement.
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