Creating emails that click with customers
Below are two email designs, the one below, from January 2016, was one of the last to use the older template, that had rather low click-through rates. The newer template, featured above it, increased click through-rates by 300%. What made the difference? A combination of factors. First, the "sign up" button was moved to the top, with a decrease in copy leading up to it. If a reader gets through the top of the e-mail and has to ask "what's the point?" we lost them. As well, instead of listing course descriptions, we use pictures, which link to the course descriptions and sign up options. This further increased the click-through rates by simply having more links to click, and making the e-mail less overwhelming.
