Email Insider Summit: Creative Showcase

1,645 views

Published on

Email Insider Summit : May 1-4, 2011

Published in: Design, Business, Technology
0 Comments
6 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,645
On SlideShare
0
From Embeds
0
Number of Embeds
35
Actions
Shares
0
Downloads
0
Comments
0
Likes
6
Embeds 0
No embeds

No notes for slide
  • Analogy:
  • Email Insider Summit: Creative Showcase

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

    ×