Outdoor Retail Templates
Short work week means short blog post, at least today.
I have signed up for some outdoor retail email communications recently and have seen many use a similar format. A lot of the brands had a sales related offer in the top of the email where typically the white list message and web browser viewing link are. The whitelisting and web browser link were still included there however they just added the sales call to action in that section as well.
Im unsure if this tactic works well and thats why the brands are doing it (haven't tested it personally) or that they dont know how to have effective email communications so they just added extra text there to sneak it in thinking it will help with additional sales. In my opinion, it takes away from the two important messages already slotted for that spot of real estate and it looks out of place. Although it has caught my attention, its highly related to the copy being out of place, there was never a moment I wanted to click through. Where do marketers come up with these template layouts considering its not a template standard?
Labels: email template standards, retail email
posted by MindComet at 11:56 AM
2 Comments:
I have done extensive testing with 1 or 2 calls to action in the pre-header, before the add to address book and view online links. I have found that while almost no one clicks on the add to address book link if there is one, we saw a boost of offer click throughs as much as 30 per cent. There was also a lift in conversion from those clicks.
12:52 PM
Thanks for your input. That's why testing is so important to be able to increase the performance of your previous campaigns. Im glad to see that your conversions also increased, not just clicks, which proved the success of your test.
9:25 AM
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