Skip to main content
A
Anonymous
October 12, 2015
Question

Email Design Question

  • October 12, 2015
  • 3 replies
  • 1686 views

I am curious to see what other marketers' thoughts are on email design. We are trying to decide which is best between these 2 options:

  1. Have an email/newsletter that contains short snippets of articles with a link to read more that takes them to a landing page with the full article.
  2. Have basically and intro email with nothing but a brief greeting, maybe a header, and a  "Click here to Read the Newsletter" button as a call to action.

I realize that with Option #1, readers only have to click once to get to the article they're interested in reading, while Option #2, they must click once to open the newsletter, and then they must click a 2nd time to reach the article they're interested in.

What are others' thoughts on the effectiveness of these two email design ideas?

This post is no longer active and is closed to new replies. Need help? Start a new post to ask your question.

3 replies

J
Adobe Employee
JohnCl9Adobe Employee
Adobe Employee
October 12, 2015

Hi Aaron,

Speaking from a consumer standpoint I am more likely to engage with an email if it's set up the way you describe in the first situation.  If I see a headline or snippet of an article that catches my eye I'm definitely going to check it out, whereas I may or may not click through the second option you describe.  I would say it's better to give a "free sample" and use that to get leads clicking through.

John

Priyank_Joshi3
Priyank_Joshi3
Level 5
October 12, 2015

I would go with your option 1 as it gives less number of click for lead to access the content.

There is also a nice Marketo blog Understanding the Value of Your B2B Newsletter though its a bit old but worth giving a read.

Thanks

Priyank

Grégoire_Miche2
Grégoire_Miche2
Level 10
October 12, 2015

Hi Aaron,

As john said, #1 will be much more efficient. Try to limit the number of CTA's though. Too many CTAs do not foster more clicks, it creates confusion. 3/4 articles is good, 5 is all right, more than 6 is not recommended.

All tests we run show that more frequent ermails with 1 CTA (if it's not more than 1 or twice a week) work better than a monthly newsletter with many CTAs.

Also, with less CTAs, it's easier to craft a personalized message and even to use a nurturing flow with multiple, targeted streams.

-Greg

    Terms & ConditionsAccessibility statement

    Loading footer...