Format Matters: Text E-mails Outdo HTML Versions

There's an ongoing debate in e-mail marketing over which format option will optimize results: simple text-based e-mails or fancier html versions. Marketo recently reported some surprising findings on this point: Analysis shows text-based e-mails perform significantly better than their more creative HTML counterparts. Although both formats have the same open rate, text-based e-mails have 21% higher unique click-to-open rates on the offer link and 17% higher unique click-through rates on the offer link, according to the Marketo study. So should marketers dump their html creatives? Not so fast. Why did the text-based versions win more response? The Marketo study found that text-based e-mails' fewer visual distractions focus response on the call-to-action link. In HTML versions, nearly 16% of clicks went to other links (such as logos) instead of the main call-to-action link, per Marketo. Other research shows that text e-mails are also viewed as more personal by recipients, who see the visually rich html e-mails as clearly commercial. Finally, text-based versions have a better chance of delivery since the messages are less likely to be caught in spam filters or to have mobile viewing issues. On the other hand, a key drawback of plain text formats, with no html, is that there is no tracking of open rates or clicks. Text-based e-mails without any html design elements also lack engaging visual impact for branding or product promotion, have less ability to break information into easy-to-read/scan sections or columns, and have fewer tools for directing CTA attention. So html e-mails continue to be used because of advantages that make them the right choice for campaigns relying on branding, richer messaging and detailed metrics. For example, html allows incorporation of branded images and logos that may yield higher conversion rates for some verticals. An html e-mail also can package more information in digestible, easy-to-read bites. It can direct action via color, clickable text and buttons. Most important, html offers tracking of opens and clicks for marketing metrics! For links to more detail, see http://www.acculistusa.com/seeking-e-mail-response-marketers-face-text-vs-html-choice/

Nonprofit Insight: Track Donors, Not Channels

"Track the donor, not the channel," to create effective nonprofit integrated marketing campaigns, recommended Sean Powell of The Engage Group, speaking at the DMA Nonprofit Federation’s Nonprofit Digital Day. Powell was joined on a Digital Fundraising 101 panel by Mikaela King, vice president of marketing at Defenders of Wildlife, who provided hands-on advice based on her organization's shift from structural division by marketing channels, such as direct mail and social media, to division by audiences, such as donors and advocates. "It’s not about how the organization is structured. It’s about what’s most important for the donor," explained King. "It is very hard to integrate marketing when you are not integrated internally." After restructuring for a donor focus, King advocated a three-step approach; first target the audience, then determine what you will offer, and finally create the messaging. It's especially critical for successful integration to sync data, added Heather Marsh of ABD Direct: "Make sure that your data is in line before starting a large integrated campaign. If you can’t really make sure you’re talking to people accurately, don’t do it." For more panel insights, read the Direct Marketing Association (DMA) report at http://thedma.org/advance/best-of-dma/insights-from-dma-nonprofit-digital-day-track-the-donor-not-the-channel/