MIRH-Email-ScreenshotWhile there is no easy answer to this, but new research is revealing how email newsletters and announcements perform based on their content. Compelling, well-written, cleanly designed emails are the starting point, but how does that one-link event oriented or other simple call-to-action blast compare to periodic, multi-subject or multi-link emails?

A broadcast email provider serving a broad range of customers around the globe recently crunched the numbers on over 500 million email recipients (opt-in subscribers) and found that more options often produces better results – both open-rates and click-through rates. Etainia has been on this path for quite some time, advocating for our clients to build monthly newsletters with defined segments and multiple calls-to-action or read-more links. Building a strong and engaged subscriber base takes thoughtful planning and execution – if the reader clicks a “read more” link and gets the same content, just on your website instead of their email, they are less likely to open your next email or click on the next link in the email. Tease the story, provide enough information for the reader to make a choice on when and why to click, then take them to rewarding content on your site.

The example shown from a recent campaign for a home-builder promoting Move-In Ready homes, with recently marked down prices has 16 links with almost all achieving nice CTRs. Clear, simple – just enough detail get the reader to click through – taking them to the neighborhood’s landing page where they may also find other Move-In Ready homes for sale.