How a click map helps you send better email

July 13, 2016 McKenzie Gregory


Ever use a click map? Simply put, it shows you at a glance which links in your email are getting the most clicks.

In Emma’s click map, for instance, the larger the circle, the more clicks there were on that link. And if you hover over a circle, you can see the exact number of unique clicks on that link.

The coolest part? You can toggle between desktop and mobile views to see how your subscribers engage with your email on different devices. Are most people clicking on images or text links? Video or the CTA button? The click map quickly surfaces that information.



Here some important things you can learn from a click map, along with some ways you can use that data to create smarter email campaigns moving forward.



Make sure your “top real estate” content is performing

When we first released Emma’s click map, we knew it would help our customers use their email results to inform their next step. We also knew we'd be able to use the visualized data and audience insights it provides to figure out what's working (or, you know, not working) in our own email marketing.

Now, we always look at the click map after the results from each mailing roll in, since it shows what content gets the most action – either because of placement, design, or messaging.

For instance, here’s the click map from one of our recent monthly “Good News” sends to our customers:



One of the first things we noticed was that the content at the top of the email by far got the most clicks. This is not a surprising discovery since the top of the email is the first thing everyone sees (plus it shows up in preview panes). But seeing the click map overlay on the email reinforces the idea that this is truly prime real estate.

The biggest takeaway? If I want to increase engagement with Emma’s emails, I’ve got to remember the old adage, “Location, location, location.” And if the content you feature at the top of your mailing isn’t performing like it should, it might be time to change things up and try something new.

My next step: Make even more of an effort to feature something our audience will love up top.



See where else people are clicking – even at the very bottom!

Newsletters have a reputation for being a cluttered, overwhelming mess, so we’re always careful not to load up on too much content and potentially turn off readers. So imagine my delight when I saw consistent click activity all the way at the very bottom of our emails – even the “Emma” logo at the very bottom got a few clicks!



I’m not overloading our readers. (Phew.) If I have an extra story to add from time to time, I can tack it on without worry. And I'll just keep checking my click map to make sure I'm not seeing a drop in engagement.

My next step: Test adding more content – if I've got good content to share.



Reinforce (or move away from) the best practices you think you know

Another big takeaway from looking at our click maps? When our call to action (CTA) is presented as a button, the clicks skyrocket. Here’s the click map from one of our recent webinar follow-ups that featured both a button and a few text links:



The size of the circles indicates the relative level of click activity, so you can see how the button got way more action than its text-y neighbors. But the text links still got some engagement, too. So though it’s generally best to use buttons for our CTAs, text links provide a great option for including supplementary links without losing the focus of the mailing.

My next step: Use buttons to drive more clicks on featured content.



See which headlines draw people in

I also compared engagement from story to story in our campaigns, paying special attention to how the headlines affected clicks. When we included an edition of our Anatomy of an Email series in “Good News," the headline felt simple:

Anatomy of an Email: Tito’s Vodka.

I like email. I like Tito’s. Heck, I’d click on that. In the end, it racked up 383 clicks.



Compare that to the blog post featured directly underneath – 7 irresistibly clickable subject lines. Even though it was further down in the mailing, that CTA got more engagement – 585 clicks, to be exact.

Why? I have a couple of ideas. Not everyone knows what our Anatomy of an Email series is, and food and beverage industry stories (even about sexy brands like Tito’s!) don’t necessarily apply to all of our customers. But email marketers in every industry are interested in crafting compelling subject lines, and numbered lists are always winners with our audience.

My next step: Write headlines that convey value and appeal to the largest audience.



See what I mean? Simply tracking the areas that get clicked in your mailings can surface incredibly valuable insights about your audience and help inform your strategy moving forward. If you’d like to learn more about Emma’s analytics, explore our Features here or request a tour.


About the Author

McKenzie Gregory

McKenzie Gregory is a content writer on Emma’s marketing team. A Nashville native, she can be found covering all things email on the Emma blog, debating hyphenation rules, and watching obscene amounts of Netflix without a trace of shame.

Follow on Twitter More Content by McKenzie Gregory
Previous Article
5 steps to emails that reach the inbox
5 steps to emails that reach the inbox

It’s an email marketer’s deepest, darkest fear. You work hard to design something beautiful, get your copy...

Next Article
Staffer Q&A with Onboarding Lead Rachel Rogers
Staffer Q&A with Onboarding Lead Rachel Rogers

In our new series, Staffer Q&A, we sit down with Emma staffers, interview-style, to find out the "who" behi...

What's missing from your email marketing?