4) Copy & structure matter more than you think
The impact of beautiful well-structured e-mail is underrated. It really is. How would you feel if you get a list of products in some simple css made template arrived in the letterbox? You’d feel “ok”. How about if that same e-mail got a really beautiful design make-over? You’d be somewhat excited? Right? It’s part of the reason WHY people open an e-mail as well. If it looks really good, it’s fun to get it, even if you don’t take any action.
Although at first, the data couldn’t prove the malaise of the old design, when the new design was send out a few weeks, you’d could see the difference in opening rates. People where excited to get better looking e-mails, although the content was the same.
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