This document summarizes discussions from an email marketing conference about testing different design elements. It outlines the results of testing different button styles, navigation placements, and integrating email and web analytics. Buttons with arrows and image navigation received more clicks, while analytics helped optimize content and calls-to-action, increasing click-through rates and reducing unsubscribes. Testing is important to identify what design elements drive user behavior.

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.