Getting Email Navigation Bars Right
Email marketing is currently being used as a cheap and convenient way to get messages across to existing and potential customers. Recent research presented by Smith-Harmon, an agency providing email marketing strategy services, suggests that email navigation bars can be tweaked in order for them to achieve their best potential.
A horizontal navigation bar
65% of companies that include a horizontal navigation bar in their emails found that they were more effective in driving clicks onto their sites than the main content of the email. Also 65% found that this method also had a better conversion rate than the main content.
Aaron Smith, co-founder and principal of Smith-Harmon said,
‘An email designer I know once half-joked that he wished he could send out emails that were just a navigation bar. That’s how effective they are at driving engagement.’
A navigation bar that fits
Emails are usually narrower than websites therefore using a navigation bar that fits is important to maintain the usability and aesthetic appeal of your email. Using smaller bars means that you should use fewer navigations links.
Pick five or six of your top-performing site destinations. If you have lots of areas for exploration you can consider adding a link to ‘more places’ which enables the user to look at everything you have to offer without an overcrowded email.
Highlight important areas
Navigation bars can be adapted depending on your current needs. For example during a sale you can highlight relevant tabs. According to Smith-Harmon, ‘We’ve found that rendering the ‘sale’ link in red is an effective trick for driving sales.’ Additionally seasonal changes can be reflected in new navigation buttons.
Use HTLM in navigation bars
50% of users block visual content automatically from email and you could loose potential custom if you ignore this. Using HTML ensures that all readers can access your material easily.
Tags: email marketing, navigation bar