Rachael Heapps, executive creative director at RappDigital, New York, discusses how to craft high-performing e-mail creative.
DIRECT: Do personalized e-mails perform better?
HEAPPS: Simple name-slug personalization can lift the click-through rate by up to 30%. We’ve seen true content personalization lift response rates by 300%. There’s two ways of creating a more personalized experience through e-mail: getting [recipients] to check off their interests on a survey and by tracking their behavior.
There’s one downside to personalization: You need great content on your Web site and a lot of it.
DIRECT: How important is copy length?
HEAPPS: Remember, people scan their messages in the e-mail preview pane. You literally have that
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