5. Letter from a YC founder
Hey guys,
We're a little concerned about some the stats on our
open rates, how often people complain or unsubscribe,
etc. So we'd love to talk to someone with about their
experiences and maybe review our campaign
performance stats with us.
Thanks!
[Founder]
6. A pretty good “open rate” is ~20%
(Histogram of thousands of publishers analyzed)
7. But open rates decline...
Hi Jennifer,
I have a question. Our open rate keeps going down and
I have no clue what’s going on there. From your
experience, could you tell me what seems to be the
problem? It’s getting worse and worse. We’d like to stop
this as soon as possible. Could you give us your advice
on this?
Thank you,
[Name of email marketer]
16. Most people click on the first or
second link (< 5 links)
Call to action should be the first or second link
17.
18. But did most have only 1 link?
# of Campaigns
w/ just 1 link
# of Campaigns
w/ just 2 links
# of clicks on
link position 1
131,914 72,003
# of clicks on
link position 2
--- 163,419
19. Doing the math...
203k clicks on link position #1 for emails with just one or two links
1.5M clicks on link position #1 for all emails
=> 13%
163k clicks on link position #2 for emails with just two links
2M clicks on link position #2 for all emails
=> 8%
Only a small percentage of clicks are attributed to
emails with just one or two emails
20. People click "evenly" on 5+ link emails
Having too many links reduces your call to action
22. Digest layouts “teach” people to click:
strong impact on click-through-rate
Digest: 44.2% click-through-rate
vs.
Non-digest: 17.8% click-through-rate
23. Non-black fonts have a significant
impact on click-through-rate
Non-black font: 36.4% click-through-
rate
vs.
Black font: 18.9% click-through-rate
24. One-column newsletters have a low
impact on click-through-rate
One column: 27.7% click-through-rate
vs.
Multi-column: 17.5% click-through-rate