Effects of link placements in email newsletters on their click-through rate

Ashish Kumar*, Jari Salo

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

6 Citations (Scopus)


Firms adopting email marketing strategy often complain about low click-through rate (CTR). Scarcity of attention in this digital economy requires including psychological aspects of consumer behavior into the design considerations of digital contents. In this study, we propose differential effects of link placements in email newsletter on their CTR. We explain the observed effects of link placements on CTR drawing concepts from psychology and visual heuristics. The empirical analysis confirms that when it comes to clicking on the links of a newsletter, the click-through follows a U-pattern, i.e. as users traverse the links placed on a U-path their responsiveness decreases gradually. Thus, links placed in the left region of an email newsletter have higher impact than those placed in the right region with links in the top-left region having highest impact. Insights gained from this study can be used in the design consideration of email newsletters.

Original languageEnglish
Pages (from-to)535-548
JournalJournal of Marketing Communications
Issue number5
Publication statusPublished - 4 Jul 2018
MoE publication typeA1 Journal article-refereed


  • Email marketing
  • link placement
  • SNARC effect
  • visual heuristics

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