Click for sales: how Volvo Germany recruited test drivers by video email

Volker Wiewer
CEO, eCircle

According to the research firm Marketing Sherpa, even a small design improvement in a marketing email can improve its click rate by up to 28%. But this is only part of the equation: to maximize results, design has to work with optimization tools and techniques. Below, I outline some best practice rules for email design and deliverability - including in multinational marketing campaigns - and describe how Volvo Germany used these principles to achieve very high open and click rates.

How to design an effective marketing email

1) Personalize

First and foremost, recipients need a reason to open an email. Most people glance first at the sender and then the subject line (see Figure 1 below).