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首页> 外文期刊>Journal of marketing communications >Effects of link placements in email newsletters on their click-through rate
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Effects of link placements in email newsletters on their click-through rate

机译：电子邮件通讯中的链接位置对其点击率的影响

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摘要

Firms adopting email marketing strategy often complain about low click-through rate (CTR). Scarcity of attention in this digital economy requires including psychological aspects of consumer behavior into the design considerations of digital contents. In this study, we propose differential effects of link placements in email newsletter on their CTR. We explain the observed effects of link placements on CTR drawing concepts from psychology and visual heuristics.The empirical analysis confirms that when it comes to clicking on the links of a newsletter, the click-through follows a U-pattern, i.e. as users traverse the links placed on a U-path their responsiveness decreases gradually. Thus, links placed in the left region of an email newsletter have higher impact than those placed in the right region with links in the top-left region having highest impact. Insights gained from this study can be used in the design consideration of email newsletters.
机译：采用电子邮件营销策略的公司经常抱怨点击率（CTR）低。在这种数字经济中，注意力的稀缺要求将消费者行为的心理方面纳入数字内容的设计考虑中。在这项研究中，我们提出了电子邮件通讯中的链接位置对其点击率的不同影响。我们从心理学和视觉启发论的角度解释了链接放置对CTR绘图概念的观察效果。实证分析证实，当点击新闻通讯的链接时，点击行为遵循U型模式，即当用户遍历时放置在U形路径上的链接的响应度逐渐降低。因此，与放置在电子邮件时事通讯左侧区域中的链接相比，放置在电子邮件时事通讯左侧区域中的链接的影响更大。从这项研究中获得的见解可以用于设计电子邮件新闻通讯。

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