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Email Insider Summit: Creative Showcase
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Email Insider Summit: Creative Showcase

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Email Insider Summit : May 1-4, 2011

Email Insider Summit : May 1-4, 2011

Published in: Design, Business, Technology

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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.