Simple Newsletter Changes Bump Clicks 190%

{ June 27th, 2007 }

I was reading Marketing Sherpa this morning and came across this interesting case study about how a simple change to your newsletter can make all the difference.This is a great reason to start doing that email testing that you have been putting off because the results can be amazing. Every email that goes out without a split is a missed opportunity to gain insight into your recipients behavior.

clipped from www.marketingsherpa.com

SUMMARY: Sometimes even the smallest change can make a world of difference in your email design. See how one publisher transformed a related stories link into a gray utility button and immediately saw a 190% increase in clicks and traffic is up 6% on a different landing page.

It’s an easy tweak that if you haven’t considered, you may want to test on your own newsletters.

If you are interested in learning more about our authors, you can choose from the list to the right. Luke Newton has been involved in internet marketing for such companies as Resort Condominiums International, ExactTarget, Watchfire, Wild Birds Ulimited, Carrier, Marsh Supermarkets, and many others. Read more from this author

Categories: Email Marketing, Marketing, Optimization, Resources, Strategy and Tactics ~ Trackback

Tags: design, Email Marketing, Marketing, Marketing Automation, Optimization, Resources, usability

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3 Responses to “Simple Newsletter Changes Bump Clicks 190%”

1
Leo dimilo
June 27th, 2007 at 3:22 pm
So, what was the small change?
2
Luke
June 27th, 2007 at 5:10 pm
Its in the clip…it was a simple button change. But you need to click through to the article to get the details…
3
Chee Kui
June 29th, 2007 at 2:35 pm
I am in the mid of improving my CTR for the affiliate links in my newsletter. I might try this myself ;)
By the way, did you tried it for your own campaign? And if yes, how was the result?

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