Email Messaging Tested: A recent experiment reveals the two words that increased email clickthrough by 13%
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Email Messaging Tested: A recent experiment reveals the two words that increased email clickthrough by 13%

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With the amount of emails stacking up in recipients’ inboxes, it’s difficult to get people to open let alone click through your messages. But what if you could increase your clickthrough rate by ...

With the amount of emails stacking up in recipients’ inboxes, it’s difficult to get people to open let alone click through your messages. But what if you could increase your clickthrough rate by simply changing just two words in your copy?
In our next Web clinic, sponsored by BlueHornet, the MECLABS research team will reveal a recent experiment in which two words increased email clickthrough rate by 13% for an audio equipment company.
***PLUS: LIVE OPTIMIZATION***
Our analysts will be analyzing your email messages so you can start applying what you will learn in this clinic as soon as possible.
To attend the clinic and submit a link to your email for review, simply fill out the 25-second form below.

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    Email Messaging Tested: A recent experiment reveals the two words that increased email clickthrough by 13% Email Messaging Tested: A recent experiment reveals the two words that increased email clickthrough by 13% Presentation Transcript

    • Email Messaging Tested A recent experiment reveals the two words that increased email clickthrough by 13% Educational funding provided by:
    • We’re sharing on Twitter! #WebClinic
    • Today’s Speakers Jon Powell Senior Manager Research and Strategy Austin McCraw Senior Director Content Production MECLABS MECLABS @jonpowell31 @McOptimize Paul Cheney Executive Content Strategist MECLABS @PRCheney
    • Experiment: Background Experiment ID: TP2136 Record Location: MECLABS Research Library Research Partner: [Protected] Background: A large, well-known audio technology and engineering company offering professional and personal audio products. Goal: To significantly increase the number of clicks from a promotional email. Research Question: Which email call-to-action copy will produce the greatest clickthrough rate? Test Design: A/B single factorial split test
    • Experiment: Email template
    • Experiment: Email template
    • Experiment: Version A
    • Experiment: Version B
    • Experiment: Side-by-side Version A Version B “Shop Now” “View Details”
    • Which treatment won?
    • Experiment: Results 13% Relative increase in clickthrough The “view details” call-to-action increased email clickthrough rate by 13.04% when compared to the “shop now” call-to-action. Design Clickthrough Rate Version A – “Shop Now” 2.3% Version B – “View Details” 2.6% % Relative Change: 13.0%
    • Experiment: Results Control Treatment VS. Why did two words in an email call-to-action make such a significant difference?
    • Email copywriting F Key Principles 1. First, as we have said elsewhere, it is not the magnitude of change on the page that impacts conversion, but rather the magnitude of change in the mind of the customer. 2. Second, we must understand that for every call-to-action in an email, there is an implied psychological calculus cost in the mind of the customer (value vs. cost).
    • A psychological calculus VS. Value Force Cost Force
    • Email copywriting F Key Principles 1. First, as we have said elsewhere, it is not the magnitude of change on the page that impacts conversion, but rather the magnitude of change in the mind of the customer. 2. Second, we must understand that for every call-to-action in an email, there is an implied psychological calculus cost in the mind of the customer (value vs. cost). 3. One common mistake we make in our email calls-to-action is asking for too much (cost), too soon (prior to the customer understanding the value).
    • Macro-distortion illustration Internal Marketer Dialogue Control Email 1. I thought this was a single product, why do I have to shop for it? 1. I don’t want my customer to be confused, so I’ll make this email about a single product. 2. I may (or may not) think that shopping is fun, but I also understand that it implies work. Why do I need to work to get my speaker? 2. However, my boss is pushing me to hit my numbers. If they only buy this single product, I won’t make my revenue goals this month. Marketer 3. If I can show the customers in the email that the site has more than one product on it, perhaps they will be encouraged to shop around and buy more products. Internal Customer Dialogue SHOP NOW >> 3. Not only does “shop” imply work, bur it also implies that I am ready to buy. I am not ready to buy. I don’t know enough yet about your offer to want to “shop.” Customer
    • Email copywriting F Key Principles 1. First, as we have said elsewhere, it is not the magnitude of change on the page that impacts conversion, but rather the magnitude of change in the mind of the customer. 2. Second, we must understand that for every call-to-action in an email, there is an implied psychological calculus cost in the mind of the customer (value vs. cost). 3. One common mistake we make in our email calls-to-action is asking for too much (cost), too soon (prior to the customer understanding the value). 4. We must ensure that we are presenting the right “asks” at the right time. And we must beware of conflating the objective of an email with the objective of a landing page.
    • Error: Conflating objectives Email The objective of an email is to get the click.
    • Error: Conflating objectives Email Landing page The objective of a landing page is to get the sale. Buy Now Buy Now
    • Error: Conflating objectives (Ma)YES (Mi)YES (Mi)YES (Mi)YES (Mi)YES (Mi)YES (Mi)YES (Mi)YES Value Proposition Ultimately, we are moving prospects through a series of mental yes(s). (Mi)YES Y
    • Error: Conflating objectives (Ma)YES (Mi)YES (Mi)YES Original SHOP NOW >> (Mi)YES (Mi)YES (Mi)YES (Mi)YES (Mi)YES Value Proposition (Mi)YES Y
    • Error: Conflating objectives (Ma)YES (Mi)YES (Mi)YES Optimized VIEW DETAILS >> (Mi)YES (Mi)YES (Mi)YES (Mi)YES 13% (Mi)YES Value Proposition (Mi)YES Y
    • Error: Conflating objectives Not this But this 77%
    • Error: Conflating objectives Not this But this 104%
    • Error: Conflating objectives Not this But this 181%
    • UNLOCK YOUR EMAIL POTENTIAL WITH BLUEHORNET Join BlueHornet in booth #409 at MarketingSherpa Email Summit for a free email marketing consult with one of our channel experts. ? Bring your questions - creative, pref-center, data & analytics, mobile & social email, and more. We’ll provide you with practical, tactical suggestions for program improvements. Don’t fight the crowd! Set up an appointment by emailing JGraham@bluehornet.com. MARKETINGSHERPA EMAIL SUMMIT 2014 PREMIER SPONSOR
    • Live Optimization Email Messaging
    • Live Optimization MADD Primary Audience: Canadian MADD members Primary Objective: Call for donations SL: Act now to receive a 2013 tax receipt http://bit.ly/1dI02zT #WebClinic
    • Live Optimization Stonefort Group Primary Audience: Oil and gas industry professionals Primary Objective: Event promotion SL: Save the date and join Oil and Gas HR leaders - April 8-9 in Houston, TX http://bit.ly/ML1KdX #WebClinic
    • Live Optimization Huntsman Springs Primary Audience: Luxury real estate seekers Primary Objective: Notice of new site SL: New Huntsman Springs Website http://bit.ly/LUvswc #WebClinic
    • Live Optimization ZENMED Primary Audience: B2C cosmetic sales Primary Objective: Sales promotion SL: first name last name, Save on Your Fave ZENMED Cleansers for the Holidays bit.ly/1boGYfQ #WebClinic
    • Live Optimization Circular Energy Primary Audience: Home owners Primary Objective: Lead generation SL: AEP Solar Rebate Running Out! bit.ly/1fgnyoQ #WebClinic
    • Live Optimization Chartwell Primary Audience: Utility vendors Primary Objective: Event promotion SL: More utility attendees than the competition: 60+ utilities in 2014 http://bit.ly/1eTZPhI #WebClinic
    • Live Optimization Blender Babes Primary Audience: Health-conscious people Primary Objective: B2C sales SL: Valentine's Day Recipes for You AND Your Loves + Another Vitamix Sale! http://bit.ly/1dHSoFD #WebClinic
    • Next Clinic: Background Experiment ID: TP1774 Record Location: MECLABS Research Library Research Partner: [Protected] Background: A large people search company catering to military personnel. Goal: To significantly increase the total number of subscriptions. Research Question: Which subscription option format will produce the highest subscription rate: a dropdown or radio button? Test Design: A/B single factorial split test
    • Next Clinic: Control Control
    • Next Clinic: Treatment Treatment
    • Next Clinic: Side-by-side Control Treatment Which treatment won?
    • To see the results Live Feb 26 at 4:00 pm EST Join the live 35-minute Web clinic • Which form field is better? • What can we learn from a simple form field change? • When should I use each form field and how should I present them? • How can I take what I learn and apply it to my own marketing? To join live, register at the link below: MarketingExperiments.com/RadioVsDropdowns
    • See how you can conduct research with us MECLABS conducts rigorous experiments in the new science of optimization. We apply our discoveries to help leaders optimize the financial performance of their sales and marketing programs. Learn more about how you may be a fit for a MECLABS Research Partnership: • Select Research Partnership Opportunities on the post-webinar survey • Contact us directly info@MECLABS.com 1-877-635-0565 x