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Less is More? Optimizing Email for CTR

Posted on 3.04.2015

Data released from a Constant Contact report reveals an interesting correlation between the effectiveness of email campaigns and the number of images and text lines that are featured.


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Compiled from the analysis of over 2.1 million Constant Contact customer emails sent to more than 100 recipients over the course of 13 weeks, the research finds that—with some industry-specific exceptions—emails with three or fewer images and approximately 20 lines of text result in the highest click-through rates from email subscribers.

Some highlights of the report, include:

  • Business product and services companies see the highest click-through rates in emails with between 13 and 16 images, presumably because email subscribers expect to see visuals of the products being offered by the company.
  • Restaurants and salons/spas can afford to test more images of menu items/services in their email campaigns: both industries have peak click-through rates in emails with 15 images.
  • Office supply companies are best served in keeping the text of emails concise, as click-through rates peak at 15 lines of text.

“Click-through rates are perhaps the truest measurement of the quality of an email’s content and its effectiveness as a marketing tool,” said Christopher M. Litster, senior vice president, sales and marketing at Constant Contact. “Regardless of industry or customer base, click-through rates convey how often you are able to get your email subscribers to go where you want them to go and complete your call-to-action. This new research is a big step forward in helping small businesses craft email content that will result in even more successful campaigns going forward.”

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