Interactive Angle

Results From Implementing A Preview Pane Friendly Email Design

In the past year I have implemented numerous preview pane friendly emails designs for customers in a few different industries.  One of the objectives for creating a preview friendly email design was to increase the open-rate of their email programs.  Some of the programs were new ones and some have been established for many years.  Here is what was found:

• Open-rate only increased by a small percentage
• Overall clicks increased by a substantial amount
• Click-to-Open rate increased as well by a substantial amount (calculated by unique clicks divided by unique opens – more info)
• Articles at the bottom of the emails saw more clicks

At first the results were disappointing since the main objective was to increase the open rate, but after analyzing the email metrics and comparing it to the baseline establish before the email redesign took place this was an exciting insight.  Creating the preview friendly design further engaged our readers by giving them a birds-eye view of the email, which in turn made them click on more links within the email.

Preview Pane Dilemma

The preview pane is the window in an email client that allows users to scan message content within an email without clicking on the message.  In fact 69% of business email recipients view their emails within a preview pane first before taking any action with an email message.  In addition to b-t-b email users, the consumer side of the equation is no better.  When it comes to the consumers most web-based email clients now behave like a desktop client and offer the option to view an email through a preview pane.  Besides getting a first an impression of an email through a small preview pane window, almost all email clients set images to be disabled.  So in many cases when an email is received by a customer the first impression has a good chance not to be a good one.  Below are some resources I have found regarding this issue.  As I find more information I will update the below list:

• EmailLabs – Preview Pane Study 
• Sherpa – Supporting Facts 
• David Grenier – Good Email Design
• ClickZ – Blocked Email Images

Integrated Measurement strategy (Part 2)

OK, you are in agreement with me to create a measurement strategy, but how do you accomplish this?  Below I have come up with a discipline 5-step approach to help you develop a sound measurement strategy.  The steps are:

• Identify key performance indicators (KPI) and define objectives
• Identify KPI sources
• Assign ownership(s)
• Determine frequency of KPI reporting
• Create a KPI template and define reports

In the following weeks I will walk you through each of the steps above and share with you the successes and challenges I have encountered.

Integrated Measurement strategy (Part 1)

Too many times throughout my career I have been on projects where the thought of measurement is the last thing that anyone wants to hear.  Every time I am put on one of these types of projects I get into a conversation as to why a measurement strategy is not only important, but it plays a key role in the success of a project.  I start out the conversation by referring to the sport I love – snowboarding.  Every time I snowboard I go with the mantra – “If I am not falling, I am not trying hard enough”.  Many times the excuses I hear regarding a measurement strategy is what if  my projects fails!  This reply always seems to astonish me.  My simple reply is failing is good as long as you learn from you mistake! By having a measurement strategy in place it does two main things:

1)      Establishes a baseline of expected behavior – Creating a baseline of metrics helps establish what is normal activity.  Once normal activity is established any deviations from what is normal success or failure can be determined.

2)      Builds foundation to make sound business decisions – Another thing that a baseline does is it takes away what people think or feel.  It establishes a scientific approach to marketing to make better decisions when it comes to your marketing budget.  Finally, it makes you look good!

Measuring the effectiveness of an Email after it is opened

Many individuals seem too looked at either the numbers of emails that have been opened or the number of clicks an email has generated.  Both metrics are extremely important, however I always suggest adding another metric called the click-to-open metric.  This metric was introduced to me a while back by EmailLabs.  Since then I have seen little chatter online about this metric.  The click-to-open email metric is a ratio that divides unique clicks by unique opens.  The sole purpose of the ratio is to measure the click-ability of an email once it is opened by a customer.  For example, if I created an email program and the first email blast of the program had a total of 400 unique opens and 128 unique clicks I would have a click-to-open rate of 32%.  This means that each time a customer opens an email there is a 32% percent chance that a link will be clicked.  I find this information extremely valuable especially for forecasting any commerce or lead driven email campaigns.