Knowledge Base/General Features/Marketing Knowledge

Raise Clicks With Fewer Actions

Conor McCluskey
posted this on April 30, 2010 15:22

A comprehensive study by NextStage Evolution(1) found that Click Through Ratios (CTR) fell off dramatically when two or three actions where added to a newsletter. Here is the data:

Number of Actions CTR
1 56%
2 38%
3 5%
4 2%

Clearly defined emails or landing pages that are focused on asking the recipient to perform a single action are more effective than watering down your communications with multiple actions.

(1) the February 2008 study was the result of an 18 month analysis of over 1,400 newsletter programs.