News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Email: Keep it brief and images to a minimum
Email remains a core communication channel for marketers but in order to make it through increasingly busy inboxes those messages need to be kept short and sweet, according to a new survey from HubSpot and Litmus.
In their "Science of Email 2014" report, HubSpot and Litmus compared 1,000 email users' preferences with how they actually interacted with email.
Findings reveal various discrepancies such as users reporting a preference for image-based email while click-through rates were seen to drop the more images an email contained.
According to the report the findings reveal the difficulties surrounding a reliance on 'self-reported' data such as surveys.
"When taking surveys, users often answer in ways that reflect either what they think the data collector wants to hear or in ways that reflect what they want to think about themselves," states the report. "An email with mostly images sounds more interesting than an email with mostly text when spoken about in hypothetical terms, but the reality of them is somewhat different."
Another key finding of the report relates to the length of both the subject line and email body. As might be expected, getting to the point quickly is crucial to attract and maintain engagement and drive higher response rates. The inclusion in the subject line of certain words such as "download", "free" or "tomorrow" were also found to increase click-through.
Earlier this year, Econsultancy released their Email Marketing Industry Census 2014. It found that, in terms of ROI, email was ranked by 68% of companies as the channel that outperformed all others with 22% ranking it 'excellent' and 46% ranking it 'good'. Online display advertising came bottom of the pile with just 5% ranking it 'excellent' and 28% 'good'.
Image via Shutterstock
- Expert: How to use events as lead-gen
- Study: Brands keen on cross-channel but falling short
- Fraudlogix IDs 'least fraudulent' sites
- Are you EMV-ready? If not, it could prove costly.
- Who are the ad blockers and why are they blocking?
- Expert: EMV switch may not stop fraud
- Study: Families planning for Halloween
- New IAB guidelines to foster consumer trust in content marketing
Featured White Papers
- What should drive email Frequency
eDataSource compares certain quarterly email activity and engagement metrics across four similar retailers, based on our visibility into the email...
- The Design Advantage
Design is more than just an artistic endeavor. It is a philosophy and culture that influences every business decision. Companies...