Commentary

Email templates: Less can be better

Looking for better real-time email campaigns? Cut back on your email templates. In a lunchtime presentation at the MediaPost Email Marketing summit, StrongMail says travel group IHG (InterContinental Hotels Group) moved to better real-time -- and right time - marketing and got big results.

Ryan Deutsch, vp of emerging media for StrongMail, says the company streamlined some 400 email IHG templates down to one -- and got big results. IHG say millions were saved, according to StrongMail, and it raised its unique open rate to around 59% from 34%, and its click-to-open (CTO) rate to 37% from 19%.

StrongMail says all this resulted in a 81% reduction in the time to market.

1 comment about "Email templates: Less can be better".
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  1. Kurt Johansen from Johansen International, December 9, 2010 at 12:51 a.m.

    Great news here. I have never been one to recommend templates but instead I recommend personal email direct response copy to entice the reader to act. This of course means your lists need to be segmented sufficiently to write to only those interested in your offer. Remember Email Marketing is about 1. Your List 2. Your Relationship With Your List and 3. Your Offer. Kurt Johansen Australia's Leading Email Marketing Strategist http://www.kurtjohansen.com

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About the Author

Wayne Friedman is West Coast Editor of MediaPost. You can reach Wayne at wayne@mediapost.com.

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