Email design for the other 90%
Latest posts | Feed | By Mark Brownlow on May 06, 2008
You probably get a clickthrough rate of under 10%, which means a lot of people aren't interested enough in your offer or teaser content to investigate further.In many cases we kind of forget about those non-clickers and hope something grabs their interest next time.
But just because the main content or offer isn't tugging the right strings does not mean those non-clickers aren't ready to respond to the email. The very presence of the email reminds the recipients of your existence and can stimulate the urge to (re)explore your site and offerings.
In fact, some of those clicks are already a result of this. Which is why it pays to look at which individual links people click on, not just the overall CTR for the email.
Jack Felsheim, for example, cites one B2C email campaign where...
"...more users clicked on links directing them to the Web site than clicked on the product links offered in the e-mail...most of the customers simply used the e-mail as a trigger to visit the site."
You can help enhance this positive side-effect by putting secondary links in the email that might catch some attention and traffic if the main links don't.
Dylan Boyd gives us a nice example from an ecommerce site.
The key, of course, is to ensure that these links, their design and their placement don't overwhelm your main focus or call to action.
How do you ensure that?
Well, Chris Lovejoy suggests adding popular links as navigation bars to achieve the desired effect. Marc Kline echoes this advice, and recommends more contextual and image linking to boost CTR.
Of course, in an ideal world, the content/offer you send is so relevant and targeted that incidental clicks are not a big deal. But we don't live in an ideal world...
More on design and copywriting | Tags: email marketing, ctr, call to action, email design
[This post brought to you by Campaigner Email Marketing]
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