Email Campaigns: Text Trumps Images for Web Consumers

[mandy]

A stronger driver of consumer click-through rates, text is often the initial content of an email; target by response behavior to attract more clicks.

Content relevance drives most consumer clickthroughs on email messages, but the rates generated by graphical elements fail to match up to click-through levels of their written-text counterparts...

"The subject line is usually best reserved to tease but not fully inform the reader," Daniels says. "While promotional subject lines may spur users to open the email, it would appear that consumers still largely need to be sold, or convinced of the benefits of reacting to a particular piece of content or promotion. Clearly written text appears has more of an influence on consumers than simple subject lines that do not fully describe the context or benefits of the subject."

full article: http://www.destinationcrm.com/articles/d...cleID=5592