Email Insider Summit: Creative Showcase

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Email Insider Summit : May 1-4, 2011

Email Insider Summit : May 1-4, 2011

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  • 1. Creative Showcase
    Discussing data + design in email marketing at #mpeis
  • 2. JAY JHUNDirector of Email Services, Engauge@emailrocks
    BRIAN BROWNDirector of Experience Design, ideapark@idpkbrian
    LISA DICKOnline Marketing Manager, Helzberg Diamonds
    JUSTINE JORDAN Marketing Director, Litmus@meladorri
  • 3. LAYOUT/PRICES TESTING
    A
    B
  • 4. LAYOUT/PRICES TESTING
    A
    B
  • 5. CTA/GRAPHIC TESTING
    Split A: Regular buttons (no arrow)
    Split B: Buttons with arrows at the beginning
    RESULTS:
    TAKEAWAY:
    People are more likely to click when the arrow is added to the button.
    * Test results do not include Gmail groups sent separately to avoid deliverability delays
    A
    B
  • 6. CTA/GRAPHIC TESTING
    Split A: Regular buttons (no arrow)
    Split B: Buttons with arrows at the end
    RESULTS:
    TAKEAWAY:
    People are more likely to click when the arrow is added to the end of the button.
    A
    B
  • 7. UTILIZING WEB ANALYTICS
    Integrating email + web analytics enables you to test and quantify differences in email creative, subject lines, offers.
    Name links using Google UTM tags to note trends
    Most popular links were to view the flyer online and to get coupons
    Simplify content to focus around those two calls-to-action
    Maintained same subject line
    81% increase for unique CTR
    5% decrease in unsubscribe rate
    50% shorter in length
  • 8. NAVIGATION TESTING
    Split A: Regular navigation below logo
    Split B: Image navigation next to logo
    RESULTS:
    Image navigation had a higher overall CTR (2.26% vs 1.97%) and significantly more clicks in the navigation.
    Clicks were heavily concentrated in the navigation and the buttons in the modules got significantly fewer clicks.
    TAKEAWAYS:
    Image navigation is successful in getting people to click through but will detract from the rest of the email.
    Be sure to include main call-to-action as part of the navigation.