By Zach and Elizabeth
Click-through-rate on content positively correlates with open rate
According to Statwing (which is an awesome stats tool!), there is a very high statistical significance of higher open rates being a predictor of higher click-through-rates on your newsletter content.
This is extremely intriguing. In other words, if List A has 1000 people and a 30% open rate and List B has 2000 people and a 15% open rate, the net number of people opening an email is the same. But, in terms of engagement, as measured by click-throughs, List A is definitely the better list. Yet, the newsletter sponsorship and ad industry traditionally favors larger lists — they pay a premium for larger lists, regardless of the number of people actually engaging with the content! More on this later.
But, we found it difficult to predict with accuracy a newsletter’s click-through-rate given their open rate. (Our linear regression had an R^2 = 0.6) MailChimp, however, did a good study that shows you can predict with some certainty a newsletter’s click-through-rate if you know the word count and number of images in the newsletter. Basically, use fewer words and prominent links to create a strong level of “clickiness”.
Click-through-rate on text ads does not correlate with open rate in “regular” newsletters
If you are running ads in your newsletter, your advertisers, sponsors, or ad networks (such as LaunchBit) will likely care about clicks and conversions. (If you are looking for advertisers/sponsors for your newsletter, you should join newsletterdirectory.co) It turns out that although click-through-rate on content correlates with a high open rate, the click-through-rate on text ads does not correlate with open rate.
But, higher open rates in newsletter digests are strongly associated with higher click-through-rates on text ads
There is one exception — if you are running a newsletter digest, your click-through-rate on text ads *does* correlate with your open rate.
Ok, what does this mean? Our hunch is that newsletters have so many different layouts and styles — where you place an ad matters a lot in terms of its click-through-rate. Two newsletters that do a 20% open rate could end up placing an ad in different locations in their respective email newsletters. And, the click-through-rate on those ads would be different.
How do you improve your click-through-rate?
- Most importantly — improve your open rate
- Experiment with different layouts, including a digest style