Applying lessons from elsewhere: sometimes email isn't different

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email symbolGiven the peculiarities of email marketing, it's easy to overlook the similarities with other forms of marketing and online communication.

So much so that forehead-slappingly obvious improvements easily get missed.

These articles prove the point.

Retailer websites know that seemingly banal changes to website design (such as the color of the "buy" button) can have grave consequences for conversion rates and other performance indicators.

So it is with email, too. MarketingSherpa, for example, tested the wording of the links at the end of the article snippets in their email newsletters.

Does it really matter whether you say "click for more" or "read more" or "click to continue"...?

Yes it does. Small changes in wording boosted clickthrough rates by over 8%.

What about landing pages? A topic addressed recently by ThinData.

I'm pretty sure email has plenty more to learn from search, whether indirectly (adapting PPC landing page design insights) or directly (using PPC search ads as a proxy for testing subject lines.)

Then there's the more obvious stuff.

If we have two different types of customer, then it makes sense to isolate each group and send them different marketing messages (where possible). Which is the numbingly simple explanation for why experts bang on about segmentation.

Jeanne Jennings, for example, illustrates the value of segmenting your list using the example of an e-newsletter from a site selling paid subscriptions.

All good stuff proving integration is as much a state of mind as a business strategy.

More on copywriting, targeting and landing pages | Tags: , , , ,

Permalink | September 11, 2007 | 0 comment(s)
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