Welcome Series Clickthrough Rate

Iris Mullan

I’m wondering if I should be concerned with our click through rate on the second message in our welcome series. I see that only 2 people clicked (1.54%) on links and I kind of feel like we should have gotten more or maybe we’re not linking to the correct places. Would you suggest A/B testing that or do you think I should give it a few more sends to see how others interact?

thanks in advance,

Iris

 

Brian Mucha

1.54% isn't that bad of a click rate. Our WS averages about 2% overall, and our part two around 4% (and I see plenty of deliveries with 1.x%.)


Is 1.54% a long term average or just from one send? How does that 1.54% compare to some other campaign click rates for you? Do you do a newsletter?


Post images of your part one and part two and maybe we can get a design critique thread going. Those are fun!

Kay Marks 2

Although I agree that 1.54% isn't bad, there is definite room for improvement. We see 2.07%-4.05% clickthrough rate averages for our welcome series. We change our welcome series according to how they have come in so the message is specific to the program they have donated to or supported. We also give them something different to do for each email, so one would be social sharing, another would be a specific survey that is tailored to the specific program, view a video, etc.  I think A/B testing is also important as well as time and day you send and how many emails in your series. Testing is the most important part of a welcome series and constant monitoring to ensure you have the right formula.

 

Leslie Perovich

Iris Mullan:
I’m wondering if I should be concerned with our click through rate on the second message in our welcome series. I see that only 2 people clicked (1.54%) on links and I kind of feel like we should have gotten more or maybe we’re not linking to the correct places. Would you suggest A/B testing that or do you think I should give it a few more sends to see how others interact?

thanks in advance,

Iris

 

Are you seeing the click-thru rate on your Altru e-mails?  We send our welcome emails through Altru - but haven't been able to identify click-thru rates.  Our regular click-thru rates on mailchimp run between 1% and 3%.  

Hannah Wiginton

Iris Mullan:
I’m wondering if I should be concerned with our click through rate on the second message in our welcome series. I see that only 2 people clicked (1.54%) on links and I kind of feel like we should have gotten more or maybe we’re not linking to the correct places. Would you suggest A/B testing that or do you think I should give it a few more sends to see how others interact?

thanks in advance,

Iris

 

Hey Iris,


We have NetCommunity for our donations, not Luminate (but they are connected in these Communities.)

I actually use MailChimp for my email to donors right now. (NetC is just not as simple!) I have a Welcome Series with 3 emails. My current clickthrough rates are 3.6% for the 1st email. (This email only has a picture of our program and links to our website.) The 2nd email has a 23.3% click rate and the 3rd email has 18.8%.


None of this may even be related to what you are talking about as it may be something directly tied to Luminate that I don't know about. I wanted to tell you what's going on with us if this is what you are talking about!


Take care,

Hannah

Allison King

Hi Iris,


Did you know that Blackbaud University has a class called Generating an Effective Welcome Series? You can find out more about it in this blog post.