Sample: 1M messages randomly drawn from 4B+ sends across SendX and SendPost, filtered to senders with similar baseline performance (≥94% delivery, ≥10% open). The "0 links" bucket had a small sample (<10k) so I'd treat that one loosely. The 7+ bucket is heavily newsletters.
Source & methodology
The underlying data comes from SendX and SendPost. Thse are two email tools that I use with my clients. When I asked them for insights on links, images, etc., they were generous enough to share the numbers from their internal analysis.
Designed in HTML/SVG , rendered to PNG. Bar heights are hand-positioned to the exact percentages.
by sendpost95
3 Comments
This needs to be cleaned by Mail Type. Obviously I open Newsletters more often, I subscribe to these on purpose.
This data says nothing that can establish causality between number of links and email campaign quality.
Simple sense check: users have no idea how many links there are in an email before opening them. So the open rate should be identical across all these buckets. The fact that it’s not means that the analysis is not set up correctly.
Only takeaway from this data for me is that email open rates and click rates are correlated with each other and with email length.
I would normalize for not only email type but also for links per word count.
Also 10k is not a small sample size for a single statistic. No need to even mention that.
How does containing more links impact opening of the emails?