Email click heatmap

This guide introduces you to the Email click heatmap.

The only way you can effectively improve your email marketing is to understand how your customers interact with your emails. The Email click heatmap provides a fast and visual way to understand where your customers click in your emails.

Watch this short introductory video about this feature:

Acess click map

You can use the click map in both email campaigns and scenarios. Go to either:

• Campaigns > Email campaigns > New evaluate > Click map
• Campaigns > Scenarios > Evaluate > Click map

The click map shows the percentage of customers who clicked each link in the email.

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Note

Click map is calculated per node. In case of multiple email nodes in a scenario you will see a dropdown menu next to Preview for where you can choose the desired email node.

Understand click map metrics

You can choose the metric on which the preview of the click map will be based. You have three choices:

• Click rate: counts the number of unique_clicks divided by the number of unique_deliveries.
• Unique clicks: counts only the first clicked event of a customer.
• Total clicks: counts all the clicked events of a customer.

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Warning

There are some differences in how bot traffic is considered for 'Total clicks' and 'Unique clicks', so when the option Show reliable clicks is used, there can be a discrepancy between the numbers.

To ensure proper click map functionality, be aware that the following applications can affect the final evaluation of already sent emails :

1. Changing the structure of your email after the initial run of the scenario (even a test run).
2. Changing the structure of your email using Jinja personalization (can change from one customer to another).
3. Using the wrong tags order or position in the email structure (can be checked in the HTML editor for errors if something is wrong with the structure).

Since the evaluation runs on the most recent template, the new ones are evaluated correctly. Changes like adding new elements or re-arranging the existing ones will cause incorrect evaluation due to the changed xpath. Modifying the existing text can be done without affecting the evaluation, then.

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Important

Clicks from links that are within VML (like <!--[if mso]> blocks) doesn't show in the heatmap because the xpath cannot be determined. This impacts just MS outlook.

Click map with personalized emails

When you send out personalized emails, different customers see different products with different links in the email. This, however, isn't a problem for the heatmap results, as it doesn't track how many times a specific URL is clicked, but instead how many times a specific place within an email structure is clicked, regardless of which product is shown there.

The heatmap for emails with the same structure, therefore, works in the same way even if personalized. If you want to see what version of the email was shown to a specific customer, insert their cookie or email into the Preview for bar. By using the filter, you can also see the version of the email that was shown to a specific group of customers.

Choose to see the mobile/desktop version of the same email. Remember that clicks are counted jointly across both device types, and that choosing from these two previews will not affect the numbers in any way.