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At our company we use Eloqua to send out opt-in emails. At the top of our template we have a "View as webpage" link so that a user can decide to utilize that option if they choose. I currently do not have any stats on how much it's clicked/used, but am having my team look into that. I want to ask how important this feature is, and where the best place to include it would be, if it's needed at all. As we have things set up now, "View as webpage" appears as the first text element within the eBlasts, followed by header, subhead etc. As a consequence of this, "View as webpage" always appears as the preview text of our emails (for instance when viewed in Gmail or even Outlook), often with the first few few letters of the headline. So why am I asking this? Yesterday I got a marketing email from Disney+. Take a look at the image. You see the subject line and then the first piece of copy from the email in the preview text. And when you look at those two elements together, they work so well as a pair. The 'messaging hierarchy' is brilliant. It almost sets up the email so that you get the crux of the message without even opening it, but it's also written to inspire a click. I think it was done so well. So I'm wondering about the "View as webpage" link that we use at the top of our emails. How much value do they add? Is the top of the email the best place for them? I would like to see our content creators move toward a mindset where the subject lines and headlines are 'paired', to achieve something similar to what Disney+ did in this example. For what it's worth, that Disney+ email did not have a 'View as webpage' link anywhere. Looking forward to your responses. [link] [comments] |
source https://www.reddit.com/r/Emailmarketing/comments/emby1q/view_as_webpage_option/
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