The Email Wars

There have been some studies in the past few months about how site navigation is being used in email creative. In our latest study we found that nearly 30% of marketers duplicate their site navigation in email. of those, 15% find it more effective than the main content in driving clicks, while 11% of marketers find their navigation converts better than the main content of their email.

So this being said this email from Storables stood out to me for using the site navigation in the email by using the ORANGE to make the SALE button in the navigation POP. Now I am a fan of the color Orange as it is not a standard color one sees all that often in email. The use of this pulled my eye immediately to that area and was all but pleading me to click on it. Did I need some organization systems in my life? I wasn’t really sure but the fact that it was different than the rest made me want to find out. 

I am not going to go out on a limb and say that this is a BEST PRACTICE, but I will say that it is an attention getter to me. And if you are trying to stand out in someone’s inbox, you better make it POP. So this being said I would say try some experiments with color in your nav to drive action. Who knows… it might make difference and drive some conversions.