[FAQ]

I was looking through the analytics for a recent email campaign, and I saw a report called a “click map” or sometimes a “heatmap.” I’m not entirely sure what I’m looking at.

What exactly is a click map in the context of an email, and what can it tell me about how my subscribers are engaging with my content? How can I use this data to improve my future email designs?

Any help interpreting this would be great, thanks!

[Jeff Bullas]

That’s a great question.

Quick Answer: An email click map is a visual overlay on your sent email that shows you exactly where people are clicking. It is a powerful tool for understanding which links, images, and calls to action are getting the most attention from your subscribers.

While your overall click-through rate tells you how many people clicked, the click map tells you what they clicked on, which provides much deeper insight for optimising your design. Here is what a click map can tell you about your subscriber engagement.

First, it identifies your most effective calls to action. The report will visually show you, often with percentages or a ‘heatmap’ of colours, which specific button or link received the most clicks. This is invaluable data for understanding what CTA copy and design works best for your audience.

Second, it reveals what content your audience is most interested in. If you have links to several different blog posts, products, or articles in your newsletter, the click map will show you precisely which topics generated the most curiosity and clicks.

Third, it can uncover unexpected click behaviour. You might discover that people are frequently clicking on images that you have not linked, or on headlines, because they expect them to go somewhere. This is excellent feedback that suggests you should add a link to those elements in your future emails.

And fourth, it helps you optimise your email layout. By seeing where people are, and are not, clicking, you can make data-driven decisions about where to place your most important links and buttons in your future email designs for maximum visibility and engagement.

In summary, a click map is a visual report that moves you beyond simply knowing that people clicked to understanding what and why they clicked. You should use it after every campaign to analyse which elements are most engaging and to continuously improve your email layout.

Cheers,

Jeff

[Author]

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