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

Volker Wiewer

This article, by eCircle's Volker Wiewer, outlines a number of best practice rules for email design and deliverability - including in multinational marketing campaigns - and also offers a case study of how Volvo Germany used these principles to achieve very high open and click rates.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands