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

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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.

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