The navigation bar at the top of your email can be a huge driver of engagement. In addition to appearing in the preview pane in nearly every instance, nav bars give your subscribers a clear and familiar path to engage with you even when they’re not interested in your email’s main message.
According to eROI’s latest Elements of Email survey, 62% of email marketers that include a nav bar find it more effective than or as effective as the main content in driving clicks. In addition, 65% find that it converts better than or as well as the main content of their email.
This 7-page reportlet provides stats on current navigation bar configurations, discusses nav bar tactics, and also covers site search usage in emails.
>>Download “Email Navigation Differs Radically from Website Navigation” for free. (This is a direct download of the PDF. There are no forms to complete.)
Other reports available from Smith-Harmon (which is now part of Responsys):
Why Now Is a Critical Time to Be Investing in Email Marketing
Soon Even More Emails Won't Be Optimized for Width
Best Practices for Apology Emails
Retail Welcome Email Benchmark Study
Holiday Retail Email Volume Sets Record
Retail Email Year-End Trends for 2008
Cyber Monday Sees Record Retail Email Volume
…and you can find even more reports on Responsys' Downloads page.
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