Sometimes people need a nudge to try something new, edgy or against the conventional wisdom. So here you go, we dare you—NO, we Double Dog Dare you—to consider this challenge from Stephanie Miller of Return Path:
If you include your website navigation bar in your emails, test to see if it’s truly worth the real estate. I find it fascinating that many marketers have intense loyalty to including their website nav bar in their email templates, even if they have never actually done any analysis on the nav bar to see if it’s (a) relevant and interesting or (b) ever clicked on. This is definitely worth testing, especially as so many of them take up a lot of key real estate in the preview pane. If the nav bar in your emails isn’t driving significant clickthroughs, then I dare you to cut it.
If you take up this dare, let us know how it went by commenting below. And if you have a Double Dog Dare for the eec community, let us know about that too.