16. Navigation and Search in Email Message
Your email is basically an extension of your Website so, where appropriate, make the navigation of your email message consistent with your Website — but also highlight key areas of your Website that are likely to get customers to take action. If you have Bargain Basement, Closeouts, Featured Products and other areas on your site — use them in your email.
If your Email Service Provider provides the feature of visually providing the user attention through the links clicks, You can analyze which sections of your email message are generating more clicks and optimize the offer placements to areas where the users are more likely to click.
You can also use multi-variate testing to test the email content and subject lines that provide the highest open and click through rates, before sending the email message to the entire audience.
If you have a search capability on your Website, add it to your email. Your customers can type in their search phrase, hit submit, and it will take them to your Website’s search-results page. You now have those people on your Website, where you have the potential to convert them to customers.
Allow your landing pages to be searchable by the search engines and look for user search phrases. This can provide what users are looking for on the web and this will provide very useful information on the subject lines for your email message.
Read earlier blogs on the subject “Guide to a Better HTML Email Design” on Kenscio Blog.