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Ad placements in newsletters

Posted by Michael Bloch in web marketing (Wednesday December 5, 2007 )

Isn’t it amazing how small changes can make so much difference at times? I was just reading a case study of a company who by making some minor adjustments to their newsletter layout, improved clicks by over 70%.

Of course, a 70% improvement on one click is umm.. 1.7 (aren’t stats great?); but this wasn’t a small list – so the increase was appreciable.

The case study is on Marketing Sherpa, but unfortunately, the public access date has passed now. Anyway, in summary – here’s what the company did.

– Widened the copy area of the newsletter to 468 pixels (sound like a familiar size?)

– Removed the box ads from the newsletter sidebars and inserted 468×60 banners into the content area; and ensure the ads were relevant to that section of content.

– Removed an external advertiser banner from the top of the email so that recipients didn’t get confused as to where the communication orginated from.

– General tidy up of design, nothing major

All sounds like pretty simple stuff. In addition to the vastly improved click rates, conversion rates jumped by 57%, revenue increased 60% and member renewals more than doubled.

It just goes to show – often it’s not the z-wave expander in the oscillating diode that prevents something from working as well as it should, sometimes it just needs a bit of a dust and polish.

By the way, if you’re not signed up to Marketing Sherpa’s free newsletter, you’re missing out on some great information. Often the stories they cover are related to medium/largish businesses, but there’s usually something the little guys like us can benefit from too.

Looking for email marketing software or services? Check out my reviews.


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