|
Cooler Tips #46 - Maximize results via email layout! |
Hello CoolerEmail Subscriber!
In print, the placement of articles is critical to the effectiveness of the piece --- the eye's natural scanning of the page impacts which articles are seen first (and which ones are given the most importance). Does the same hold true for
e-mail marketing pieces?
 The results are in and the answer is yes! Your email layout affects your click-through rate, as well as your conversion rate. A typical marketing
email has ads or promos down the right side and content information down the left. In a recent study, this format was compared with emails where the information was flipped - content on the right and ads on the left.
The eye naturally flows from the top, down the left and then up the right. It's a U-shaped pattern. Studies show that when the ads were on the left side of the email, the click-throughs were higher by 10%. However, conversion to sales of
the click throughs was 20% higher when the content was on the left side. Plus, the client made return visits 12% more often when the content was on the left side.
What does this suggest? That content sells! Not ads. Be sure to put useful content in you email campaigns and put it where your reader will look first.
One last tip: Clear out the clutter. It's tempting to stuff each email with as much as you can. But, if there are too many things on the screen competing for your readers' attention, they'll get confused and leave. Create a
hierarchy of information that's no more than three levels deep. That means have one piece of information that's the most important. The other items should be subordinate. Place the most important piece of information top left under your
header. Give it a test run in your next email and see how you do.
We'd love to hear about your successes.
This article was written by Barbara Saunders, noted marketing collateral designer and owner of Newsletter Associates, a complete newsletter service helping small businesses grow client relationships. For more
information, visit
www.newsletters-inc.com. Pump up your marketing in 2004. All right reserved. (c) 2004
|
|
|
|
|
CoolerTracks: Check out your visits!
CoolerTracks has another new advanced tracking function. It's called "Visitor Paths" -- it creates a comprehensive matrix of
starting and destination pages on your websites using CoolerTracks. The tracking function was specifically developed for some of CoolerEmails's clients who are world-wide leading marketing companies. Thanks to their input (and some
heavy-duty programming by the CoolerEmail technical team), CoolerEmail is proud to offer this feature to all of its CoolerTracks clients---another first from CoolerEmail!
 |
|
|
|
|
Thank you ...
We are always striving to make CoolerEmail even better. Customer requests for feature enhancements are responsible for many additions. If you have feedback or suggestions, please send them to
suggest@cooleremail.com.
And as always.... be cool!
The CoolerTeam--- |
|
|
|
|
|
 |
|
Cooler Bytes |
CoolerEmail, Inc. Joins IronPort Systems Bonded Sender Program as Authorized Program Reseller
 The Bonded Sender Program, powered by IronPort and certified by TRUSTe, identifies legitimate senders of email based on their adherence to program
standards and the posting of a financial bond. CoolerEmail customers, as well as the thousands of clients served by CoolerEmails Value-added resellers, who qualify for the Bonded Sender Program will benefit from increased deliverability
rates of permission-based email.
CoolerEmail has posted a financial bond on behalf of its customers vouching for the opt-in nature of its clients' email lists and is eligible to certify those customers who meet program requirements for a small annual fee. In addition to
better deliverability rates for permission-based email, qualifying customers will receive the Bonded Sender “seal of approval” for the exceptional emailing record that is required to attain this valuable status.
“Providing access to the Bonded Sender Program is another pro-active step CoolerEmail has taken to ensure its customers’ important one-to-one marketing communications are distinguished from, and given preferential delivery over, the
everyday noise of regular marketing messages and spam,” said Dan Lavelle, Director of ISP Relations for CoolerEmail, Inc. “As technology solutions to the spam problem continue to evolve, we are confident that industry leading
companies like IronPort will continue to stay one step ahead with its important programs, such as Bonded Sender, so we can further protect our clients' interests and the deliverability of their messages."
Bonded Senders meet the highest standards of email quality and build their brand by communicating their Bonded Sender status to email administrators and customers. The Bonded Sender Program also ensures that messages from Bonded Senders
get delivered to 28,000 ISPs, corporations and universities (representing over 230 million mailboxes). The program currently keeps half a million legitimate messages a day from accidentally being sent to the bulk folder.
For more information, please visit
here
|
|
|
|
|
|
|
|
|
|
|
|
|
|