Your SlideShare is downloading. ×

Email Copy Tested

6,033
views

Published on

Published in: Technology, Business

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
6,033
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
45
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Email Copy TestedHow adding urgency increasedclickthrough rate by 15%
  • 2. Experiment: Background Experiment ID: Internal Urgency Email Test Location: MECLABS Research LibraryResearch Notes: Background: This email was sent to the MarketingExperiments list of about 85,000 marketers informing them about an upcoming Web clinic. Goal: To increase email clickthrough. Primary Research Question: Which messaging will generate the highest clickthrough rate: urgent or non-urgent? Approach: A/B Split
  • 3. Experiment: Control ControlWhile the control has manyof the elements of aneffective email, the readerhas no urgent reason toclick the call to action.
  • 4. Experiment: Treatment TreatmentTo produce an element ofurgency in the email, wesimply added 3 words tothe bottom of the email:*Limit 1,000 attendees
  • 5. Experiment: Side-by-side Control Treatment
  • 6. Experiment: Results 15.4% Increase in clickthrough rate The treatment generated 15.4% higher clickthrough than the control Version Delivered Emails CTA Clicks* CTR Rel. diff Stat. ConfControl (No Urgency) 44,225 354 0.80% - -Treatment (Urgency) 44,079 407 0.92% 15.4% 95%  What You Need to Understand: By adding a level of rate by 15.4%. the treatment out-produced the control in clickthrough authentic urgency, *Primary call-to-action clicks only