Mediahuis’ email newsletters were manually curated by the newsrooms’ Editor-In-Chiefs. This included the subject lines and the first curated article. However, Mediahuis wondered if the performance of emails could be improved by selecting the right first article.
We tested the results of personalizing email subject lines and first articles to discover if this had an impact on CTR.
When we look at the total number of clicks per position in the email, it is clear that the first article determines the success of the email, with the first article receiving almost three times more clicks than the second. Furthermore, optimizing the subject line and first article increases the CTR by up to 10%.