Inside the Packet: Why we told a client to say less in their emails
A newsletter doesn’t need to say everything. One of our not-for-profit clients found that out the hard way: their click-through rate dropped from the top to the bottom of their emails. The more they packed in, the less anyone read or engaged.
So we turned it into a teaser instead. A taste of each update, then a link through to the full story on the website. Simpler inbox, more reason to click through and most importantly, more website traffic!
