‘The nuances of navigation in email’ – ‘Experian Marketing Forward’ Blog
The latest post on ‘Experian Marketing Forward’ Blog is titled “The nuances of navigation in email”.
David Hubai says, “What sets email apart from many other forms of advertising? It’s interactive. And one of the sections that best demonstrates this trait is the navigation area of an email.
We’ve seen a number of analyses that show a strong click rate in the navigation area. This isn’t surprising, considering that if the customer is not influenced to click on anything in the body of the email, the navigation creates an additional chance they will click on something; the potential for cross sell significantly increases. It’s also flexible when swapping out categories for special seasonal or holiday promotions (more on that below).
Increased clicks are of course a great benefit, but there are other important reasons to include some sort of navigation. For instance, a navigation bar sets up a sense of trust with the customer if it mirrors the website“.
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