Tips on Email Creative
It's definitely worth a look. What they did was examine a large number of email campaigns and then compare various creative elements (like logo position) with the results from the associated campaign.
While it's always dangerous to jump from an association to a direct causal relationship, the results are intriguing.
For example, they found that postcard-type emails got the best clickthrough rates among B2B campaigns. Other topics covered include subject and from line header content, email length and layout, images versus text, logo position, navigation bars, lifestyle photography, offers and calls-to-action.
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