Call to action should be in text and image form: Silverpop

Share this content:

SAN FRANCISCO - E-mail newsletters with formal greetings and multiple paragraphs do not work anymore as they are evolving into richer media, e-mail marketing firm Silverpop found in a recent study of 600 e-mails.

The findings which the firm released today at the DMA06 conference in the quieter Interactive Marketing hall measured the open rates of e-mails based on layout and content.

Silverpop looked at logos and format and correlated the creative process to click rates and there seemed to be correlated results. Postcard-style single image messages with a single call to action saw the biggest open rates in both BTB and BTC.

The company found that business-to-consumer clients opened images slightly more and business-to-business clients opened text-based call to actions slightly more.

Interestingly, the study found that putting the call to action in both image and text versions saw higher click rates in both sectors.

Another interesting finding is that only half of the brands tested included the brand name in the subject line and yet it gets a 50 percent higher open rate when applied.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here