Innovation and safety in email marketing

Latest posts | Feed | By Mark Brownlow on May 29, 2007

We rightly worry about how an email might display when viewed in Outlook 2007. Or Gmail. Or on a mobile phone. Or in the bath. That concern leads to a temptation to fall back on dour, "safe" email designs and layouts.

Nothing wrong with that approach...it gets results. But "safe design" and creativity need not be mutually exclusive. And it's always worth testing an idea or two to see if you can lift responses.

That's the message I picked up from this post by Robert Rosenthal. His agency tested a standard email template against a customized design and found the latter generated 41% more unique clickthroughs...

More on design and layouts | Tags: email marketing, email design, email templates

[This post brought to you by Campaigner Email Marketing]
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1 Comments:

Thanks for spreading the word on those email test results, Mark. We always try to introduce interesting creative ideas while maximizing deliverability and open rates.
By Robert Rosenthal, on 29 May, 2007