Heatmaps – we’re most familiar with them on the TV weather programmes: orange places will be warm, and red where the hottest places will be. Or, more usually, in the UK, where the coldest places will be – the bluer, the colder (if they go white, you’re really in trouble!)

Heatmaps aren’t only reserved for meteorologists, though; they are used in a number of industries as a visual representation of data, one that makes it easier to spot trends. Essentially, the colours represent values – how popular something is – how ‘hot’ it is. Email marketing is no exception, and given the amount of data we can collect via email marketing, heatmaps are a fabulous tool for this industry.

Put simply, heatmaps are an easy way to visualise data and understand it at a glance.

One of the most critical aspects for ensuring email marketing campaigns build on their success is analysing the results of previous campaigns.

There are many metrics critical to measuring the success of a campaign, and one of these is the popularity of the call-to-action (CTA) buttons. These can be placed on products for ‘find out more’ or ‘buy now’, or they may be centred on ‘play video’ or ‘read blog’. Whatever the CTAs you have contained within the email, you want to see which received the most engagement. You want to know so that you can do more of what people engaged with and less of what they weren’t interested in. Once the campaign has run its course, you download the analytics and take a look at the figures.

And that’s where it gets tedious and boring: trying to see which CTAs were the most popular among all the other metrics you’re presented. You also don’t get a true feeling of the inherent popularity of a CTA when looking at stark numbers.

With heatmaps, the process of identifying the most popular CTAs among a sea of metrics becomes a breeze, relieving you from the tedious and often overwhelming task of data analysis. You can compare all of them at the same time and see which were bright red, which were merely a shade of orange, and which were blue. A heatmap immediately gives you that information without you having to think ,‘Well, that was a bit popular, that was quite popular…’ That’s because the heatmap overlays the email and shows you, in colour, where your hotspots are. It’s that easy. Brilliant!

Email-Heatmaps is an easy-to-use tool that integrates with Klaviyo, MailChimp, Active Campaign, Moosend, and GetResponse, and will be available to integrate with all the other popular email marketing platforms soon (and if you need help, speak to Email-Postman). It never connects to your mailing list or subscribers, preserving its integrity for GDPR purposes. There are different pricing plans tailored to suit your needs.

Try Email-Heatmaps for free for 14 days to experience the power and the liberating experience of being able to easily visualise the success of your campaigns. Sign up here.