Better insight into click activity with our new overlay report

We’ve just given your campaign reports a little more jazz by including a new overlay view, displaying the number of clicks that each of the links in your newsletter received. If you’ve struggled to determine the most popular links in your newsletter, well voila! We’ve made it easy by pasting easy to understand click stats over a preview of the HTML version of your campaign. This report is available in your account now, even for campaigns you’ve sent in the past.

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Using the new report, it’s super-easy to see exactly which links in your newsletter received the lion’s share of clicks. Not only do we display the percentage of unique clicks that were due to that link, but what that percentage equals in terms of unique clicks. For our template tags like “Forward to a Friend” and “Unsubscribe”, we display the absolute number of folks who clicked on the link.

Instantly see how your design is performing

While the existing Link Activity Report gives a nice overview of how popular a particular URL is in your email, it only told half the story. For example, here’s a sample of the report from a recent newsletter we sent.

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What this report doesn’t show you is that I actually had 3 different links to the email design gallery in my newsletter. Sure, the sum total gives me a great idea how popular the gallery is, but I have no way of knowing which links in particular were being clicked. With the new overlay, it’s case closed:

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I’ve got to be honest, the results were very surprising. The small text link add the end of the long description received more than twice the number of clicks that the large title did, and more than 4 times the number of clicks on the image. Sure, image blocking would have played a part in this, but I still couldn’t believe just how popular these small text links were in comparison.

This gives me loads of design ideas to try in our next newsletter, and also tells me it’s time to start focusing more on the copywriting of these text links. Insight that was never available with the previous Link Activity Report.

We hope you like it

Here’s hoping the new report will inspire you to see what’s working in your emails with greater detail, or try tests that you wouldn’t have otherwise been able to give a go. Or, it might even be just the ammo you need to convince your clients that certain bits of their newsletter should be tweaked, highlighted, or dropped altogether!

This view is available in your account now, so swing on over and give it a look. Let us know if there’s anything we can do to improve it, as well - we’re always open to suggestions and ideas for future updates. This is just one of a grab-bag of improvements that we’re set to announce in the coming weeks, so stay tuned to this blog and our tweets for more exciting announcements.

Posted by David Greiner

7 Comments

  • Wayde Christie
    18th May

    Very interesting to see the gallery text link performed the best, but not really surprising when you think about it. A link is a call to action, and it demands your attention immediately. The title certainly doesn’t look like a link; nor does the thumbnail.

    What this does say loud and clear to me is that if you don’t include a text link in any of your email articles, you can expect way less clicks.

  • David Greiner
    18th May

    Good call Wayde, I definitely agree those other links were a little less obvious, but was still very surprised to see four times (and in some cases six times) more clicks on them. Will be interesting to see what happens if we make the title a little more clickable in the next design.

  • GZ
    18th May

    I’m betting people will still favour the link at the end of the paragraph.

    Nice update to CM btw. Visualising user interactions will make a great difference in understanding their habits.

  • Nickolas Simard
    19th May

    Great job on providing a visual references of the links. As you stated in your article, it could be hard to know what particular link was clicked in some cases.

    I was also quite pleased to see the Text VS Image link comparison on your newsletter… I’m also sending some monthly stat report where the report itself is downloadable, through a click on an image (a clear “DOWNLOAD” button). Yet, some never clicked it, which I find odd.
    I will definitely add a text link at the end of my introduction text as well and compare the results with last month report.

  • Sven
    20th May

    Are you getting the new Litmus stats?

  • David Greiner
    20th May

    Sven, that’s a separate service to the design and spam testing integration we have with Litmus. But, just like the Litmus guys do, you can easily use their software and ours together to get the additional reporting.

  • Liz Kenny
    8th July

    I’ve only just spotted this enhancement and for me it’s a major improvement. Our URLs are not meaningful and it was previously a big job to decipher the top performers in our weekly, link-heavy newsletter.

    Now we can review the performance of all links, not just the best performers and it will definitely help us fine tune our newsletter content.

    Well done Campaign Monitor!

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