No man is an iland

May 28, 2009

If you want to know if your ESP, software provider or favorite email marketing blog is on Twitter, here's a list I compiled.

Use the comments to let me know of missing accounts.

Some people suggest it's hypocrisy for those involved in email marketing to use Twitter for communication.

I agree. At a recent conference, I had to reprimand an email marketer for talking into a mobile phone. The brazen cheek of the man!

It's the TV ad execs I feel most sorry for. Imagine having to communicate with your loved ones entirely through ad breaks in episodes of House. Your marriage totally at the mercy of TiVo.

Mark (MarkatEMR on Twitter)

May 26, 2009

Gmail displays more than just the sender and subject in the user's inbox. You also get a snippet of text from the email's body appended to the subject line.

Smart marketers exploit that knowledge to encourage people to open the email. But manipulating the displayed snippet can also backfire.

Here's the story...

First, a screenshot of my Gmail inbox:



The appended text shows up in gray to the right of the bolded subject lines. You'll note none of the senders chose to optimize for Gmail users.

Gmail appends the first bit of text it comes across in the email, which usually means:

1. Blurb about viewing the email online, or...
2. The salutation that often graces the start of the email's copy, or...
3. The first headline in the email (commonly a copy of the subject line)

Those bits of text are in the email for good reason (probably), but they do little to encourage a Gmail user to investigate the email further.

If you want custom snippet text to appear, then there are two common approaches...

1. Text preheader

You can place the text you want Google to pick up at the top of your email. Like this:



Indeed, many people choose to use this preheader space for a call to action or little teaser anyway. The text's appearance in the Gmail inbox is just a bonus.

Others, however, prefer to leave that space free of clutter and use it for an image, or to point people to functional links like the web version, the forward-to-a-friend feature, etc.

Which brings us to the alternative approach...

2. Alt attribute text

Gmail doesn't just pick up free-standing text, it also reads the text in the alt attribute listed in your image code:

<img src="http://acmesite.com/EFGR.jpg alt="click here for coupon">

You can exploit that by putting a transparent 1x1 pixel image at the very top of your email and giving it the alt text you want Gmail to display.

When the image is downloaded by the recipient, it's effectively invisible. So this code...



...looks like this in Gmail:



(The pixel is invisible but the "Boost your clickthrough rate by 25%..." alt text will show up in the inbox as the appended snippet of text.)

OK, I see a hand going up at the back there. Yes?

"What about when images are blocked?"

Good question, and one which users of this technique often forget about. A tiny, invisible image is not quite so tiny and invisible when images are blocked by the recipient's email client or webmail interface.

Trap 1: Undefined image size

If you forget to define the size of the 1x1 image using height and width attributes, this is what happens in Gmail:



The blocked image expands to fit in the alt attribute text, which can play havoc with your layout.

Yahoo! Mail does this as well and Outlook 2003 creates this mess:



So, first warning: define the height and width of your snippet pixel.

Trap 2: Defined image size

If the height and width is defined as 1, then the image effectively remains invisible, even when Gmail blocks an image:



But we're not finished yet.

If you're sending out all your emails coded like this, there are some clients that aren't so friendly as Gmail.

For example, even if the height and width is defined, Thunderbird will still expand the size of the blocked image to fit in all the alt text you used:



So if you're going the invisible pixel route, run some design tests just to make sure you don't mess up your layout if images are blocked.

Related posts:
Alt attributes and image suppression in email

More on email design and copywriting | Tags: email marketing, gmail, image blocking

May 22, 2009

So what little islands (ilands?) of insight are still floating around our analysis of campaign reports? What else brings us more clicks?

We began with a look at link placement, before moving on to the call to action. In this final analysis, let's explore paragraph layout.

Can we really expect more clicks just by playing with paragraph length and number?

An analysis of article teaser texts in six months' worth of newsletters pumps out these graphs:

CTR and number of paragraphs in the teaser

CTR and average paragraph length

CTR and total teaser text length

Now the purpose of these graphs and all posts in this short series is not to tell you to use an average 3.2 lines per paragraph or keep your CTA to four words or less. It's simply to reveal:

• the extraordinary richness of information sitting unexamined in your email campaign reports.
• the strength of numerous factors in driving response. We've seen how simply adding an in-text link to a paragraph of teaser text can push up CTR by 25%.
• the importance of taking a nuanced approach to your email marketing: the little things matter.

In terms of paragraph layout, it seems the "ideal" teaser has two paragraphs, each consisting of 2-4 lines.

An acceptable explanation might be that if the teaser is too short, it doesn't provide enough information to drive a response. If it's too long, people move on before clicking.

You should do the same analysis and find out what works for your audience. But the point about nuances is important...

The impact of paragraph layout (and any factor) often depends on interactions with a range of other elements in your email. Don't look at each factor in isolation, but as one part of a holistic whole.

[We all want step-by-step instructions for each part of the email, but the customized, holistic approach is what will win you more clicks in the end.]

For example, longer teasers might work just as well if you add more in-text links...so people can break off reading and hit the landing page at any time.

Or you might shorten teaser length, the further down the email it appears...if you believe that people's attention span dips as they read for longer.

Or you might explore whether you can send different teaser lengths to different sets of subscribers. For some recipients, three lines is too little information...others just want a headline.

No rules are set in stone. The never-ending long versus short copy debate tells us that there isn't just one way of doing things.

It's simply important to continually re-examine your assumptions using hard numbers and a broad understanding of your audience's preferences.

OK, that about wraps up this series for now, though sometime in the next couple of weeks I'll have a little bonus stat for you and a look at what the experts say about email copywriting.

More on metrics and copywriting | Tags: email marketing, cta, email design

May 19, 2009

One suggestion that popped out of the European Email Marketing Summit last week was to remove the "online version" link from the top of your emails.

[Cue flushed eyeballs, mass astonishment and the thudding sound of one audience member hitting the floor after fainting.]

Heresy!

Or is it?

Let's look at the numbers.

The average unique click-to-open rate for that link in my newsletters, for example, is 0.66%. Or a 0.22% unique CTR the way most people measure their clickthrough rate (as a percent of "delivered" email).

If I told you that an offer or article link in the prime real estate right up top of your emails gets a 0.22% CTR, would you keep it in there?

No, you'd replace it with something more valuable.

Hmmm. This needs more thought...

Run the numbers

First, find out how many people actually use that link. If you have an image-heavy email design, you might find the "online version" link does a good job for you. People might use that link if images are blocked.

The same might be true if your design is breaking in a particular webmail interface or email client. (In which case, you should think about modifying your design.)

If your emails look fine wherever they are viewed, even when images are blocked, then your "online version" link probably isn't getting many clicks.

Consider the value

If the click numbers are very low, can you use the space for something that offers you and the recipient more value?

But don't forget...the value of the "web version" link is not just measured in clicks. Here, for example, are two reasons I'll stick with the link.

First, it's an insurance policy.

If an email client upgrade (think Outlook 2007) or an unannounced change at a webmail service plays havoc with the email's layout, subscribers can fall back on that link.

I hope they never have to use it, but it's there if they do.

Second, some of those "web version" clicks might be your most valuable recipients.

These are folk who maybe can't see your message properly in their email client. But instead of just moving on, they make the effort to view the online version...suggesting they're more engaged with your messages than most.

One of my best subscribers explained to me how he likes to visit every article link in the newsletter, but this is impractical if it means switching from email client to browser and back again. He needed that "web version" link.

Consider the size of the link

If you want to keep the link, you might still reconsider how much space you're giving it.

Can you replace...

"If this email does not display properly, then click here to view the web version" (15 words)

...with...

"View email as a web page" (6 words)

...or even...

"Web version" (2 words)

...and use the space saved for another call to action or useful link?

[See more on that topic in the Better preheaders? Six ideas to consider... post from January.]

So...what do you think? Will you keep the "web version" link in your emails?

May 15, 2009

An overview of the top tips and insights I picked up from MarketingSherpa's European Email Summit earlier this week.

The event featured lots of great speakers who spoke in some detail about their winning email marketing programs.

If you can get there next year, go...it's well worth the trip.

Cited speakers:

ST = Stefan Tornquist of MarketingSherpa
TS = Dr. Torsten Schwarz of Absolit
EL = Edoard Leeuwenberg of Telegraaf Media Groep
TG = Tamara Gielen, consultant
SK = Stefanie Kidder of Avid
GB = Gurmej Bahia of Expedia
S = Saskia Blume and Isabell Geib of Steganos
KR = Kai Radanitsch of eBusinessLab
LS = Larry Swing of MrSwing.com
R = Nik von Graeve and Uwe-Michael Sinn of rabbit eMarketing
SW = Stefan Wornle of Wunderman

Top ideas

1. Go book a flight or trip at Expedia (claim it as a marketing expense). Their post-purchase email stream is very, very impressive.

2. Try testing checkmarks for bullets and make them green. (KR)

3. In your headlines, use a reference to current news to catch attention e.g. "Recession-proof tactics for online marketers." (KR)

4. Make the first word of each bullet point in your copy different. (KR)

5. Use arrows before or after the call-to-action to encourage...action. For example:

>> Click for more info

6. Personalize your welcome emails with targeted offers or content. This way you establish the value of your program within seconds of someone signing up. (R)

7. Look at putting your transactional email to work as a marketing vehicle, too. Apart from the obvious benefits, transactional email is a rock solid channel that's relatively immune to the impact of changes in communication technologies and habits. (ST)

8. Consider matching emails to the weather to make them more relevant or personable. Sports shops send out ski promotions when the first snow falls. Weekend emails might start off with "another rainy Sunday?" (TS)

Email landing pages and copywriting

1. Five key areas to focus on in landing page copy are the headline, lead text, product photo or hero shot, bullet points and the call to action. (KR)

2. The lead text under a headline is often neglected. It needs to establish facts about the offer, make the benefits clear...and relate both of these to the reader. (KR)

3. Product images or hero shots used in the email should appear again on the landing page. If you use images of people, the eyes should always be looking at the product or important text. (KR)

4. If faced by two different calls-to-action, people will choose the one requiring the least commitment. (KR)

Social media and email marketing

1. It's a question of finding the right channel for the right end-user need. (ST)

"I don't want bank statements via Twitter"

2. Consider social marketing not as advertising, but as a listening and learning process where you can help support customer communities.

Microsoft do this by monitoring blogs etc., supporting the work of those who manage independent (i.e. not MS-run) communities and giving special attention to around 4000 non-MS folk identified as Most Valuable Professionals (influencers and opinion leaders).

They do not try to exert undue influence over MVPs, but simply ensure they have special access to information, behind-the-scenes trips etc.

3. Use email to drive social network content. (SW and TS)

[Me: This isn't just about adding "share on Facebook" links. You can also draw on social media to produce content for the email...blog posts, lists of forum discussions, etc....which in turn sends people to those networks to produce more content in a feedback process.]

Segmentation and trigger campaigns

1. Simple, but effective, segmentation is to match your emails to the lifecycle status of the recipient. Software company Steganos split their list into: (S)

• Prospects (get informational emails)
• New customers (get tutorials, tips & tricks, cross-sells and upsells)
• Regular customers (focus on relevant content)
• Lost customers (get reactivation emails)

2. The conversion rate for promotions that segment by past purchase can be up to 30 times higher than conversion rates from generic offers to the whole list. (S)

2. Take common ideas for trigger campaigns (like birthday emails) and vary them.

For example, try a pre-birthday email that offers to get a treat wrapped and sent off in time for the party. The value of standard triggers like a $5-off coupon on your birthday is likely to diminish with time so you need to innovate. (R)

International email programs

You need to master seven main challenges when running multi-country email marketing initiatives (TG):

1. Legal (complying with individual country laws)

[One pragmatic approach suggested by SK is simply to take the strictest law applied in any country you mail to and use that throughout your operations.]

2. Segmentation (regional lists may be too small to easily segment)

3. Design and content (templates get thrown out of kilt when a 3-word English headline becomes 10 words in Finnish)

[Me: SK suggested using a mix of cross-border and local content to save on production costs but keep the local flavor.]

4. Translation and localization

SK said don't ignore the potential value of translating into a local language, even in markets where English is widespread. A test in Scandinavia (where "everyone" speaks excellent English) showed you could double opens and clicks if you translate into Swedish, Norwegian etc. But there's a cost issue, too...

5. Deliverability (there can be 10-15 relevant ISPs per country, plus local blacklists operating in the local language)

6. Operational challenges (coordination and costs)

• Many marketing agencies claim the ability to work internationally, but few actually can. So choose wisely (SK)
• It's not exciting, but spend time setting up clear and robust business processes. Only then can you avoid all the problems of coordinating emails across countries. (GB)
• Ensure common performance measures are used in each region. That way you can identify winning tactics easily and spread them around. (GB)

7. Data (can you segment by region or language?)

Testing

1. Don't extrapolate A/B test results from one region or language to another. Test results change with geography and culture. (SK)

2. Test every assumption: the best results are often surprising and inexplicable. (LS)

3. If you have no time, find a service that uses on-the-fly multivariate analysis to optimize emails during the actual send process based on early results. (LS)

Trends

1. The recession encourages longer sales cycles for B2B and expensive B2C items. (ST)

[Me: this suggests a growing role for emails that nurture long-term customer relationships through valuable content.]

2. For all the talk of cutting edge technologies, email and search still form the mainstays of online marketing. An informal (i.e. don't quote this) survey of German ecommerce sites revealed email driving about 20-30% of revenues. (TS)

Email marketing and your organization

1. Start treating email subscribers like a special customer group and offer them appropriate privileges (special pricing, sneak previews etc.). Too many marketers react to a sign-up like this:

"Thanks for giving us your email...sucker!" (ST)

2. In a survey of marketers, those who are seeing or predicting increases in the value and efficiency of email marketing as a channel are also those who are prepared to invest in the associated skills and technologies. Coincidence? (ST)

Consumer habits

1. People are happy to deal with more communications and more communication channels. But they're not happy to deal with irrelevant communications. When people abandon a sender of email, they tend do so as a direct response to that sender's content/offers/frequency and not because of a broader issue with overload. (ST)

[Me: Stop worrying about the wider problem of information overload and focus on your program: recipients will distinguish between your positive efforts and the rubbish sent by others.]

2. Internet use is changing. People are increasing their Internet use in the evenings, instead of (or at the same time as) watching TV. This may have implications for the best time of day to send your emails and also makes combined TV/online campaigns interesting. (TS)

Deliverability

1. Many German ISPs see any bulk email as spam, which is why certification holds promise for ensuring deliverability at participating ISPs with stringent anti-spam approaches. (TS)

2. Local language emails can get through where foreign language emails might get junked, if the ISP has a strong local orientation (like AOL Germany). (SK)

3. If mailing to Europe, use an ESP that has as many local (i.e. country-based) deliverability support teams as possible. (SK)

4. Don't forget that B2C lists in Europe may still be dominated by US ISPs (Gmail, Hotmail, Yahoo) (SK)

May 12, 2009

The last post demonstrated how past campaign reports might hide a whole host of useful information on optimizing your emails.

We used my own informational newsletter (featuring article headlines and teaser summaries) to explore how link number and spacing might impact click rates.

Let's use those same campaign reports to look at call to action and the order of content.

Call to action

There's a sort of seductive simplicity to finding the right call-to-action. For example, compare the click-to-open rates for different types of calls-to-action across all teaser texts:

• "Find" CTAs: 7.84% e.g. "find out here"
• "Learn" CTAs: 6.59% e.g. "learn more"
• "Read" CTAs: 5.00% e.g. "read on" or "continue reading"

Oh joy! If we just use the words "find out more" rather than "read more" in our links, we can expect clicks to jump over 56%. Hurrah!

If only.

The evidence certainly suggests a more positive and active CTA ("find" or "learn") works better than a negative, passive one ("read"). This is backed up by a test done by MarketingSherpa, who found "click to continue" pulled more clicks than "continue to article" or "read more."

However, there's a posse of ifs and buts riding close behind. For example:

1. The CTA needs to make contextual sense. It's no good using "find out more" as your link if the text before it doesn't indicate there's something worth finding out: the CTA works in tandem with the quality and content of the surrounding copy and images.

2. The color/design of your link also has an impact. Instead of text, you might consider using a HTML-based button. Back in 2007, Chad White reported on retailers having great success with that approach.

3. The winning CTA may change through time. AWeber also tested "images" versus "text" for the "continue reading" CTA and found the former performed much better than the latter...temporarily. After some weeks, the relative pulling power of each reversed.

4. Different CTAs resonate with different subscribers. When we talk about segmentation, we nearly always think of customizing offers or content to discrete recipient groups.

But why not customize the CTA to what you know of the recipient?

Might "impulsive buyers" respond best to "get it while you can" CTAs while "information seekers" need "learn more about this product" links?

5. The importance of the CTA may diminish as recipients become trained to recognize where the link is and what it looks like.

Long-term recipients may be less responsive to CTA changes than more recent subscribers.

Indeed, might it be worth mixing things up a little to keep attention focused on your CTAs. See, for example, the innovative CTAs used by Backcountry.

The message to take away is not that one particular CTA wording is always better than another. Your list will have its own preferences, depending on what exactly you want them to do).

The message is simply that words matter. Even something as apparently banal as the wording of a link taking people to a full article can make a big difference to responses.

[Related post: A better call to action in your emails]

Article order

Here's a graph depicting how click-to-open rate changes for an article, depending on which order the associated teaser text appears in the email (1st, 2nd, 3rd, 4th or 5th):



Articles featured first in an email get around three times the clicks of those featured in 4th or 5th place. No surprise there, of course.

Not all of that click lift is down to position alone: the most interesting articles always go first in the newsletter, so are likely to collect more clicks anyway.

Can we learn anything new from this trend?

Note the uptick in CTR for the last article.

This likely reflects how some people read through an email to the bottom and then move on by clicking the last link they see. I've seen this in emails before when looking at how people click on lists of links.

So consider reserving last place for the "less important but not least important" articles.

You can also think of the graph above as the standard response curve for a sequence of articles (in my newsletter).

This gives me a baseline on which to judge the relative "value" of new articles.

Say the first three articles in the next newsletter all get a 6% click-to-open rate. Looking at that stat alone, you'd conclude there was equal interest in all three articles.

But compare the pattern with our standard curve and it's clear that interest in article 3 is actually highest: it's level on CTR with the top 2 articles despite the click penalty it gets from being lower down the email.

Again, we're just scratching the surface here of what you might glean from your reports. Next up: the impact of teaser text paragraph size and numbers of lines...

More on metrics and copywriting | Tags: email marketing, cta, email design

May 08, 2009

Listen to the pitter patter of subscribers hitting your landing pages. Plip, plop, plip, plop...

Such a sweet sound to any email marketer. Like the first burst of rain after a drought, bringing new life to your response numbers.

How do you get more clicks? Well, test your emails to find what works best.

But here's a stat for you...

Average length of time between finishing up the email and sending it to the list: 4.32 minutes.

OK, I exaggerate, but how many of us really have everything ready far enough in advance to actually run some tests first?

How do we hard-pressed souls work out what's going to get us more clicks?

Some email marketing services now offer on-the-fly testing, where different versions go out to your list during a normal campaign send and the sending system monitors responses.

As soon as it identifies a winner, it only sends out that email to anyone not yet to receive a copy of your message.

Even then, you still need time to prepare the different versions and not everyone has access to this functionality anyway.

Use what you've got

A pragmatic alternative is to delve into the reports from previous email campaigns to find clues to what works best.

You probably review past reports to see what offers, topics or subject lines drive the most response. Which is fine, but...while these elements are very important, lots of other factors play a role, too.

For example, the call-to-action (CTA), number of competing CTAs, link position in the email, link position relative to other links, time of send, weekday of send, day of month of send, copy, copy length, copy structure, link color...the list goes on.

All might win you extra clicks if optimized.

Your reports can help you there, too...let's use my own example to walk through the process.

Doing the analysis

My informational newsletter features 3-5 article headlines, each accompanied by teaser text and a link to read the full article online.

How can I improve the layout of the teaser texts to get more clicks?

Step 1 was to draw up a list of some layout factors that might impact whether someone clicks on an article.

Step 2 was to go through six months' worth of campaign reports and build a spreadsheet: for each teaser found in an email, I documented the unique click-to-open rate and the value for each of the factors I wanted to investigate.

Here's what the spreadsheet looked like:



Now let's see what I learned about email copywriting and discuss the nuances.

Ideally, we'd do some kind of clever multivariate analysis on the results to pick out the winning combination of factors.

Unfortunately, I can barely spell multivariate analysis, let alone do one. So I kept it simple and relied on intuition to pick up clues...

Factor 1: How many links in the teaser text?

Reviewing past emails, I noticed that some article teasers included a single call-to-action at the end:



Others featured the end CTA, plus a link embedded in the teaser itself:



Lets do the math:

Average CTR when one link used: 6.81%
Average CTR when two links used: 8.57%

Adding that extra link to the teaser text improves clickthroughs to an article by an average 25.8%.

Now this isn't a statistically valid A/B test. So here's where intuition comes in.

Can we find a plausible explanation for that difference? And is there any other explanation for this improvement?

Intuitively, the extra link ought to attract more clicks. But playing with the numbers also showed that two-link teasers tend to appear higher up the email than one-click teasers. That might explain at least part of the response lift.

So we're already beginning to see the nuances of such an analysis...

For the future, I might broaden the teaser options. For example:

How about linking the headline to the landing page, a best practice recommended recently by the great Dave Chaffey.

Or how about setting the final CTA apart from the text, so it stands out more?

The possibilities are limited only by your imagination. But for now, let's hold on to the idea that an extra link does lift total clicks and move on...

Factor 2: Distance between links

Where the teaser featured both an in-content link and an end link, here's a graph showing how the distance between these two links related to the CTR for that article:



Now here's a tough one to call. But there's maybe a suggestion that the two links shouldn't be too far away from each other.

Perhaps greater "link intensity" has an impact on the willingness to click? Again, we're back to intuition. Is there a plausible explanation? Is there an alternative explanation?

For example, if the two links are far apart, the teaser text is likely to be longer than average. This in itself may be influencing clicks.

Might we also look at distance of the first link from the headline? Or the number of words in the teaser per link? Again, plenty of alternatives to potentially analyze.

The secret is to take a holistic view.

Look at each result and combine the insights with those from other factor analyses to build an overall picture.

It won't be perfect, and will likely have your neighborhood statistician tearing her hair out. But it will give you a starting point from which to work on making improvements. And future results will show you if you were right.

OK, the next post looks at some more factors...

Does the wording of the call-to-action matter? Does "keep reading" bring more clicks than "learn more?" And...does it matter which order articles appear in within the email?

This and more in the next post.

More on metrics and copywriting | Tags: email marketing, cta, email design

May 04, 2009

Email marketing is hot...and social marketing is even hotter.

The two fields are already holding hands and exchanging shy smiles across the dinner table: talk of marriage is in the air.

But before rushing off to add those Twitter links to the next email promotion, perhaps it's worth thinking through the consequences.

Here a few relevant questions that crossed my notepad this week...

1. If we add "share this" links to an email, pointing at sites like Twitter and Facebook, do we have the kind of email content people will actually want to share?

Such links give people a way to share, but not a reason to do so. That's the bigger issue.

2. If the content is not particularly shareworthy, does asking people to "Digg" our new telephone number make us look lame?

3. If the content is indeed shareworthy, do we get some benefit out of that?

4. How can we measure that benefit?

5. In fact, what kind of content/offers should we develop to give value to the recipient, encourage sharing, and give value to us through this sharing?

6. What sharing tools and links best maximize this value and spreadability?

7. Do these sharing tools and links take up email real estate that has better uses? Or draw attention away from other important calls to action?

8. If we add these "share this" links to social networks, are we raising expectations that we ourselves have an adequate presence on the destination sites? (See this thoughtful post by Dylan Boyd.)

9. If we use email to get people to follow us on Twitter, get our blog feed or become Facebook fans, are we simply switching people from one channel to another or are we creating extra contact points?

10. If people are switching from email to Twitter, Facebook, RSS etc., does that change their value to us? Is a Twitter follower more or less valuable than a Facebook fan...than an email subscriber...than a blog subscriber?

11. Does that matter? Is perhaps giving people more communication choices the only way to ensure their long-term attention and loyalty?

12. If people are switching, how can we deliver as much (or more) value through these new social channels as we do via email, so we don't disappoint people?

13. If people are adding channels and following us at various places (e.g. Facebook, Twitter and via email), should the content delivered at each place be the same or different?

14. If the same, are we usefully reinforcing the message or simply contributing to fatigue and information overload?

15. If different, how different? Do we know how expectations and response behavior differ between email and social channels? Can we find out?

16. If different, have we thought through how the content and messages interact across these channels?

17. How do we design our social and email presence and content so that it works for those getting all of it AND those subscribing to only one of those channels?

18. Might we segment email subscribers by social channel? So that those who see us at Facebook and on Twitter could get different content and offers to those who don't?

19. Who is in charge of all this integration?

20. How much is it costing and is this cost justified?

Any other questions?

Related posts:
Adding social links to emails: what and where
Coding emails and landing pages with social links

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