Working on some email campaigns and was wondering, what is the optimal number of links to include in an email. I am thinking at least two for a relatively short one. But how many is too many? And when does it hurt the Click Through Rate?
The email gets 100%+ more clicks, but a 30% some drop in conversion rate overall.
So even with the influx of extra people arriving to the landing page, far far fewer were taking the real step.
If your goal is exposure, and nothing else... by all means, add extra links and make them low commitment.
But if its an end-action, such as a purchase or donation, then you're better holding off the CTA links until they've had enough information to make a decision.
Usually, i find the common conservative pattern is one low-commitment / vague link towards the top (find out more) and then a very specific link at the bottom or after enough value / reason has been articulated in the email to act.
There are several factors and schools of thought to consider when it
comes to the number of links to be included in an email.
One might think that offering up too many links might
overwhelm the visitor and cause them to not look at all the options. In much
the same way that offering too many options on a website could lead visitors to
make no decision at all.
This test was pretty substantial as it involved studying
the actions of 500,000,000 email recipients.
In fact, here is a graph of how the click through rate
climbed higher when more links were added.
Here are how click rates perform
as the number of links increase in email campaigns:
source: Campaign Monitor
For comparison, here are how
click rates perform as unique URLs increase:
Source: Campaign Monitor:
One reason could be that the variety of links speak to
different people with different interests and needs.
Another interesting fact noted in this test was that emails
with no links saw 55% more unsubscribes than those emails with 1 or more links.
Now, another important fact to consider is the technical
aspect. An email loaded with hyperlinks
may trigger spam filters. And if your
emails are sent to your recipients Spam folder, this means that your delivery
rate will drop and fewer people will ever read the email.
That said, your click through rates should not be the only
thing measured when testing the number of links in your emails. The open rate should be tested as well to see
if adding more links triggers spam filters.