A new feature being introduced in Maxemail is our Heatmap report. The Heatmap report overlays the click-thru’s in an email campaign on top of your creative. Users of analytics packages such as Google Analytics will be familiar with this approach.

Heatmap

The report shows the number of clicks and the click-thru rate for each link (number of clicks divided by number of people opening the message). These are colour coded so you can see at a glance any hotspots in your creative. Clicking on this provides more detail.

Here are some of the benefits of the report:

  • Easily see which offers attract the most attention
  • See which variations of call-to-action provide the best response (text link vs. graphic)
  • Understand if people scroll your email and take notice of areas below the fold

Combining this with A/B testing in Maxemail enables you to determine how small changes in creative can cause big changes in click-thru’s.

Emailcenter will be previewing Heatmaps along with the latest version of Maxemail at Internet World on the 1-3 May at Earls Court.
 

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