24 SPRING 2013 WWW.CHIEFMARKETER.COM
WHAT YOU NEED TO KNOW TO
IMPROVE OPEN AND CLICKTHROUGH
RATES IN 2013
BY BETH NEGUS VIVEIROS
or many marketers, email
is the lynchpin in a successful
strategy, driving not only online
sales but lead generation, store
traffic and much, much more. Several factors
drive that success, but winning creative is
what gets a prospect to open the email, click
through and begin the process.
Of course, like all direct marketing creative, good email creative just about
being clever. To be successful, email creative
must generate results. In this special report,
we break down email bit by bit, from the subject line to copy to design, and learn from the
experts what is working now.
What subject lines work or short,
humorous or long
been a matter of debate for marketers. While
one approach might work for your business,
another mileage may vary. No matter what your vertical market, however, one
trusty tenet still applies: Test.