Internet Retailer reported today on a blogworthy e-mail marketing study recently conducted by Silverpop. The study reported the following findings:
- Branding in the subject line of your e-mail marketing campaigns produced an increase of 32% – 60% in clickthrough rates. By “branding,” I assume the study refers to the web site name or company name.
- Lifestyle photography–people enjoying products–raised clickthrough rates for B2C campaigns by about 1%, while B2B marketers saw a decrease of about a percent.
- The “newsletter” e-mail marketing format yields better clickthrough rates than the “postcard” design. The clickthrough rates of the “newsletter” design were about a percent higher than the postcard design.
- Be careful not to include too many links in your e-mail campaigns. Clickthrough rates drop off after between 6-10 links per email.
- Interestingly enough, dollar-off promotions performed 45% better than percent-off promotions. For instance, consumers responded better to promotions that demonstrated savings in dollars, even for low-cost products.
These findings are interesting test variables for your upcoming e-mail campaigns.
