My rough estimates, gleaned from bit.ly links and Mailchimp, are that the click rates for this campaign are:
· Mailchimp emails – 7%
· Ordinary emails – 4.9%
· Facebook – 0.3%
· Twitter – 0.25%
Mailchimp is unsurprisingly high – people have opted in to these emails, know me and the emails are well formatted and likely to actually get delivered into people’s inboxes because of Mailchimp’s reputation. Plus I actually tested them.
Ordinary emails I assume to be a bit lower mainly because there are some people in there who won’t have heard from me for a while, and who may have abandoned their email addresses or only check their secondary email occasionally.
The timing of the clicks on Bit.ly indicates that some people who received both a Mailchimp email and a Bit.ly email were prompted into action by the ordinary email, which came a few days later.
Facebook feels like a bit of a missed opportunity, but the figures may be slightly underestimated since I’ve put in a few non-tracked links to the site.
Twitter also looks like a low engagement channel from my colleague Josh’s metrics on the same campaign too. My instinct is that it’s quite hard to get much emotional engagement from a Tweet.
