Case Study: 160% Lift in Clicks on E-mail Newsletter Ads
The following is an excerpt from a column in Clickz by Jeanne Jennings.
Last year I wrote a two-part column on tips for selling ads in e-mail newsletters. By applying these tips with one of my clients last year, we were able to boost the click-through rate (CTR) on their e-mail newsletter advertisements by 160 percent - without significantly cannibalizing clicks to the editorial articles.
Improving performance on advertising increases the value to your sponsors. In this economic climate, companies are looking for quantitative justification that their ad dollars are being well spent. A boost in click-through rates drives more traffic to their website and should increase their conversion rates. Simple, inexpensive changes to your e-mail newsletter can deliver on this promise - it's a win-win all around.
Here's the full story - along with a blueprint for doing this with your own e-mail newsletter.
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