Now that we have finished the campaign overview of the reports in Mailchimp we are going to move to the next important section of the reports, links, to analyze your click performance.
[If you are using Mailchimp you will notice that I skipped over the activity tab, we may get back to this tab in the future. Also, I am glad you’re paying attention!]
After clicking into the links tab you will notice there are two places to click “Click Performance” and “Click Map.”
In Click Performance Mailchimp will list all of the unique links in that particular email, and the number and percentage of unique and total clicks. This section is a great breakdown for you to see all of the links you put in your email.
In the Click Map you will see every place where you had a URL and will give you the percentage breakdown of how many clicks that specific location got. This means that if you had an image, a heading, and some text all link to the same URL you can easily see which one is clicked more.
Of course, if you want to dig deeper you can simply click on either the URL in the Click Performance or the percentage in the Click Map and see the list of the actual subscribers that clicked those specific things.
These two reports are really great for learning the psychology of your readers. There are a lot of questions you need to be asking when reviewing this. Here are some example questions:
- Do my subscribers read things in order assuming the email is made in importance order?
- Do they click on images or text more?
- Do they sway more to a specific side of the email? (Is it worth trying to put images and text or opposite sides to increase click rate?)
- Are there sections that are ignored?
- Are there sections that get extra attention even though they are not on the top?
- Does anything stand out as different than I would expect?
- Are things being ignored even though I think they are important? (Maybe my subscribers don’t find it as important as you think it is, why is that?)
- Do certain things have a lower click rate because people didn’t even know it could be clicked on?
Obviously, there is plenty more to consider in this data, but this is a great place to start to begin learning a lot about who you think your subscribers are, who they actually are, and what they actually want to get out of your content.
How deep do you go into the analytics of your campaigns?