Adventures in Mobile Marketing

Metrics: The Anti-Click

Great article on Silicon Valley Sleuth (strangely not in Silicon Valley) as to how many people click on an ad, despite being told that they will get infected, if they do: Don’t Click Here- You Know You Want To.

Is it human nature to touch the hot burner, even though our mother told us it was hot? Do we need to find out what is beyond this link?

In a way we could consider this test, originally set up by Didier Stevens, as an insignificant factor in click behavior- subtracted from click metrics in general, and seen as a negative- such as “so many people will always click on a link, regardless of what it says or where it goes.”

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Written on Wednesday, 16. May 2007 at 18:34 In the category mechanics, metrics, other_blogs. Follow the comments via RSS here: RSS-Feed. Read the Comments. Trackbacks- Trackback on this post. Share on FriendFeed

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  1. [...] Check your metrics for your welcome campaign to new customers. This should be the first email contact they get from the marketing department’s “senderid”. Gather the number of clicks you get, by drop, and then (if you can) filter out those members that did not open the email. Yep, that’s right. Opens without Clicks. Those are your “images-off” folks. Extrapolate that to some of your larger drops and it will be sobering. For one client, we saw 1 in 11 customers had Images-off. That’s more significant in our email base than all of Gmail users. Because I’m obsessed with this, I wrote an article about it: Metrics: The Anti-Click. [...]

    Pingback: Adventures in Email Marketing » Images Off: Unfortunately, it’s the First Impression | – 15. July 2007 @ 5:29 pm

  2. [...] clickthroughs? – Images off: Did you get a lot of clicks, that were not opens? Is that metric, the anti-click (basically an images-off email) higher for certain layouts or campaigns? – If your site is more than [...]

    Pingback: Adventures in Email Marketing » Finding, and Acting on Inactivity | – 11. December 2007 @ 11:19 am

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