Art of Email Marketing: It’s beautiful and effective

Effective email marketing is both art and science.

Combine a striking image, a compelling message with measurable results and you’ve got a marketing tour de force.

“It’s beautiful!” said a client when approving a recent email marketing campaign.

“Sure is, if I do say so myself. Of course, a beautiful image alone does not a successful campaign make,” I said.

“I can’t wait to see if the metrics are as pretty as the picture.”

Well, the results are in and they’re simply breathtaking: A 35% open rate and a 9% click-through rate.

The open rate was 18% higher than the client’s industry average. Another interesting bit of data was the high open rate among comcast subscribers (45%), gmail users (36%) and hotmail accounts (29%). Comcast users also had the highest click rate (14%); followed by hotmail users (13%).

Bottom line: We’ll use this beautiful data to refine our 2012 marketing to stay connected to customers and drive business revenue.

P.S. Unsure about what some of these terms mean? Marketing Dictionary has the answers!


Susan Maus is a baseball fan. She's a homer for Target Field and writes about the ballparks she visits.