57 percent click-through in an emailing? It is possible, here is an example!

E-mail marketing is a rough world. Everyone is fighting for consumers' attention. Sometimes simple recipes allow to obtain very good results.

The context

Here, the purpose of the email is to obtain a certain number of responses to an online survey. The profile sought for the respondents is strict. Luckily, the client gives us carte blanche to achieve this result!

With what means

To start with, no email database on the client's side. The choice was made to use Permesso.be (more corporate info by clicking here) which offers the great advantage of having extremely precise selection criteria.

The client does not want his name to appear in the survey and in the email. The look will therefore be neutral (and almost in Kunfluo's colors).

To attract Internet users, a contest is organized. With a simple prize, a meal for two people in a restaurant.

Like subjectlineno need to look for noon to fourteen hour, it is necessary to be direct and precise : Win a restaurant for two

As for the design of the mail, there too, no frills.

A simple catchphrase that specifies the subject of the email, an image of the prize, some details on the conditions of participation and especially a call-to-action imposing that contrast completely with the rest of the e-mail.

Important Also, without the image, the e-mail remains readable, it is perhaps even more effective than with the image since the call-to-action rises very clearly.

The results

The performance of the mail was excellent, here are some figures:

A opening rate of 21%This is very good for a third-party email, as the target of the email has never been in contact with the survey organizer before. In addition, the selection criteria were very targeted.

A click-through rate on the open (CTOR) of 57%. This excellent figure is certainly due to the quality of the mailing even without the image display, but also to the strength of the call-to-action used.

Finally, nearly 90% of the people who clicked on the email have responded to the survey.

Conclusions

As we have seen, with a simple concept and with a little elaborate but technically efficient email creation, it is possible to obtain very interesting results.