Most marketers hyper-focus on a single call-to-action (CTA) in their emails, hoping to convert readers into buyers. But research by AlchemyWorks uncovered an overlooked factor that could significantly impact your email revenue.
🚀 Ignoring this key element could mean missing out on a 47% increase in sales!
The Secret to Higher Email Revenue
Every email contains different types of links, but they generally fall into two categories:
1️⃣ Functional Links – These include navigation bars, your company logo, footer links, or any other non-CTA elements. They serve a practical purpose but aren’t typically designed for conversions.
2️⃣ Emotional Links – This is your main CTA, the one link you’re laser-focused on. It’s designed to trigger action—whether that’s a purchase, sign-up, or download.
The Experiment: Functional vs. Emotional Links
AlchemyWorks conducted an A/B test to see how each type of link influenced email revenue. The results?
✅ Emails with only Emotional Links performed well, driving direct sales.
✅ But when both Functional and Emotional Links were included, revenue jumped by 47%!
Why Does This Work?
🔹 Multiple Pathways to Conversion – Different people engage with emails in different ways. Some may not click on your CTA but might engage with a navigation bar or logo, eventually leading to a purchase.
🔹 Reducing Friction – Functional links give readers more ways to access your site without forcing them into a single action.
🔹 Subconscious Influence – Just having more clickable elements increases engagement, leading to more time spent on your site and, ultimately, more sales.
How to Apply This to Your Emails
🔹 Use a strong, emotionally compelling CTA—but don’t stop there.
🔹 Ensure your logo is linked to your homepage (many users instinctively click it).
🔹 Include a navigation bar at the top or bottom to guide readers.
🔹 Link images—people often click visuals, even if they aren’t explicit CTAs.
The Takeaway
Your emails don’t need a single, isolated CTA to be effective. Instead, strategically combining Functional and Emotional links helps you capture more clicks—and boosts revenue by nearly 50%!
Time to rethink your email strategy? 🚀7