Transforming Pixels to Gold

Spending too much time looking at screens, a good digital strategy could be about getting everyone some fresh air. And there's some truth in that - because there's nothing appealing about the decomposition process that begins with long hours glued to a chair orchestrating some devious marketing plan to deceive a potential tribe of money throwing masses?

Massive click-through rates with email simplicity

David Wall - Saturday, August 08, 2009

Here's a recent example of an email marketing campaign that increased click through rates over 10 times the usual amount.

There's a lot of material on great subject lines to aid opening rates for emails (make them conversational, avoid spam-like titles, have something to grab attention etc). There's less however about what to do when you actually get people there. Below is an overview of a campaign that achieved 50-60% click-throughs - that's more that 10 times average click rates for standard emails blasts.

Here's some of the hard stats in different regions - AU: 60%, IN: 62%, UK: 54%, SG: 55%

The email is the wrapping and the click-through is the gift.

The aim of the email was to showcase some of the great stock footage content on Photolibrary's Oxford Scientific (OSF) brand.There could have been a lot of text rambling on about this - how awesome the stock footage is, maybe with links to some really nice example movies - but having done just this many times over, I knew it just wouldn't have the desired result.

The reason is overload. You don't want to clutter your emails with too much information - there needs to be a focus on just 1 main click to get the highest number of clicks. Make your whole email about this 1 click

A great analogy is imagining the email as the packaging of a gift. Think about all those packaging ideas that work in a toy store. The important thing is showing something, enough to create intrigue and the "I want" feeling, but not too much that you've revealed everything then and there - so there's not a lot of point going further.

Enough talking, I'm sure you want to see what happens when an egg explodes! The next step is the landing page.... (will discuss in Pixelalchemy's next post).