The power of words (or is it images?)

Latest posts | Feed | By Mark Brownlow on June 27, 2007

Two fascinating case studies crossed my inbox today. The first is from MarketingSherpa, describing how changing a text link into an image link (a button) in an email newsletter boosted clickthroughs by 190%.

Wait a second, though. The lesson here is that relatively minor tweaks to your design and wording can have enormous effects on your results.

But before we all rush out and turn our text links into buttons, look at the before and after screenshots (at the end of the article) and then consider these questions...

1. How much of the improvement stems from the text to image change? And how much to simultaneous changes in the wording of the call to action?
2. Could equal improvements have been possible by modifying the format of the original text link, which was a small gray font beforehand?

The answers would be interesting.

Meanwhile, Andrew Seel does another wonderful newsletter makeover, this time evaluating and changing the copy approach of a B2B newsletter seeking to build a company's brand awareness and position.

He explains the shortcomings of the original and the thoughts and principles guiding the new and improved version. I love Andrew's stuff.

More case studies | Tags: email marketing, email copywriting, calls to action

[This post brought to you by Campaigner Email Marketing]
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