Recipients Are Only Good For One Click.

So here’s an interesting email marketing statistic. You can test it yourself (and share your results). Recipients are only worth one click in any given email.

I send a client’s newsletter to 20,000 people. It usually gets about a 12% open rate and a 20% to 30% click rate. It’s content heavy versus ad heavy and response rates are consistent.

Last month we made a big announcement in the newsletter. We were sure it would get an overwhelming response. It did… The announcement got 60% of the clicks. No surprise. But the clicks didn’t increase. The subscribers didn’t come back to the newsletter and do what they nomally do, which is to click on the featured this or that. Why not? Are subscribers only good for one click?

I’ll be diving deeper into this over the coming months. I’d love to hear your thoughts and/or results on your testing.

Related posts:

1. Content Dethroned As King?
2. Top 10: Improve Email Deliverability and Response
3. 6 Easy Steps To Implement An Email Segmentation Strategy