The Email Wars

This past spring while presenting at the EEC conference I heard another presenter talk about the “recovery footer”. Now I had not heard of the link placement in the footer termed as this but it struck me and has stayed with me becoming something that we use consistently in creatives that we produce at eROI.

So what is the “Recovery Footer”?

Well it is the idea that as we scroll to the bottom of an email that why should we need to scroll back up to get to the action and the click? The element that is worth placing in the pre-header or main call to action in the email should be placed again at the bottom (with a different tracking link to measure the impact/use) to allow for someone to jump right into the path that we are trying to take them. It can be the main action, the social media tools, the gift code, or even the logo repeated and hot linked in the bottom. I have seen the bottom right perform fairly well with testing of placements, but this all depends on your layouts.

This example I have to share is all about using it for the social media elements that are some of the most important in many marketers objectives today. Driving engagement past the email channel is becoming one of the fastest growing actions that email marketers are working on increasing. We all know that our customers are living in facebook, twitter and other locations at a fast pace and we all need to be looking at how cross channel engagement plays into our strategies as marketers. So using the recovery footer might be a great place for you to expose your subscribers to these integration points.