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recent test of a direct email for Adobe software donation program at TechSoup, we
discovered that image-based emails showed a significantly improved click rates over the more traditional, text-based emails most TechSoup members are used to receiving from us.
drew up two emails, one visual, one text-driven:
email had the same subject line, and each was sent to half of our members. Each
email had a similar open rate (around 18.5%), however the visual email's click
rate (3.93%) was far better than the traditional email's click rate (2.46%).
our email more visual, with direct calls to action, increased our click rate.
We're now planning to expand this to the rest of our emails.
best practices moving forward, we took away the following:
Patrick Duggan | TechSoup Digital Marketing Manager
This work is published under a Creative Commons Attribution-NonCommercial-NoDerivs 4.0 International License.
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