It can be fun and visually appealing to create and design emails with fancy images, elaborate tables and pretty buttons, but do customers respond positively? Not always. Particularly in B2B communications, many email recipients are more likely to respond to text emails.
Why do text emails deliver good results?
- They tend to be more direct and to the point making busy B2B customers more likely to read the content and respond.
- Calls to action and links are more apparent in text emails. The visual distractions presented in graphical emails may take attention from key email points.
- Text emails are more personal and professional and give off a less "mass email" feel.
The VR for AppEx team recently conducted a test with its B2B audience to see if customers were more likely to respond and interact with a graphical email (containing images and graphics) or a text email. The results may surprise you!
Text example on the left, image email on the right.
We found the text email had both higher open and click rates!
Curious whether your customers will respond better to graphical or text email messages?
Use the VR for AppExchange reporting tools to test the two types of emails. Split your list in two, send one list the graphical email and the other group the text email to measure differences in open and click rates. Remember, you can only track opens with HTML emails so be sure to keep the HTML version in the mostly text email. It's also a good idea to adhere to the 20% images and 80% text rule. You can do this by including a button or two along with your company logo for branding. Happy testing!
Check out our online guide on Designing Your Email for Delivery & Response or view our How To Do Everything Salesforce page for more guides and resources.
Want more? Attend our weekly VR for AppExchange live demonstration, Wednesdays at 10AM Pacific.
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