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Monday, October 16, 2006

Email Creative That Works

Silverpop released a new study today based on data collected, compiled and analyzed from 612 emails sent by 430 companies.

Key takeaways include:

-Making simple changes to creative elements of email messages can boost click rates by 50 percent or more

-Emails with branded subject lines generated significantly higher open rates. BtoC emails with the brand or company name in the subject line enjoyed open rates of 29 percent on average, compared to 22 percent without branding.

-BtoB emails with the company or brand name in the subject line experienced an average open rate of 32 percent, compared to just 20 percent for messages without branded subject lines.

-All-text BtoC messages generated a 4.7 percent click rate on average, those that were mostly image-oriented achieved a 7.1 percent average click rate.

-All-text BtoB messages received a 5.4 percent click rate, compared to only a 3.5 percent click rate for those that included an equal amount of text and images.

-BtoB emails in a postcard-style format received average click rates of 7.9 percent, compared to popular one-column and newsletter formats, which received click rates of 3.4 and 5.4 percent, respectively

-BtoC marketers interested in boosting click rates should take a long look at newsletter-style layouts, which generated average click rates of 7.1 percent, compared to average click rates of 6.2 percent for single-image "postcard-style" messages.

The new study is not yet found on Silverpop's site but be sure to check back shortly.


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