To help marketers identify creative elements that can really improve results, Silverpop undertook a comprehensive study of both BtoB and BtoC email messages, evaluating a variety of creative elements and comparing open and click rates. The company’s Strategic Services Group analyzed data on 612 emails sent by 430 companies between mid-April and mid-August, 2006. Reports of opens and click rates were evaluated to identify creative elements that work best.

The study evaluated the following elements:

• Content of the “From” line
• Subject line content
• Location of logo
• Ratio of text to images
• Various design layouts
• Number of links
• Type of links (text vs. image)
• Presence and location of navigation bar
• Inclusion of lifestyle photography
• Feature offers
• Location of call-to-action

More details and data are forthcoming in the full report, available now. Click here to register to receive the full report.