"The navigation bar at the top of your email can be a huge driver of engagement," Chad White of US email marketing experts Smith-Harmon
writes in a new report on the effectiveness of email navigation bars. "In addition to appearing in the preview pane in nearly every instance, nav bars give your subscribers a clear and familiar path to engage with you even when they're not interested in your email's main message."
In support, White quotes the latest Elements of Email survey from eROI which found that 62% of email marketers that include a nav bar find it more effective than or as effective as the main content in driving clicks. In addition, 65% find that it converts better than or as well as the main content of their email.
The new report, Email Navigation Differs Radically from Website Navigation, includes solutions for optimising your navigation bar and includes examples of both high- and low-performing nav bars. Readers can download the report free of charge from Smith-Harmon's website