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Tuesdays are
a Pretty Big Deal Award-Winning Emails
Problem
Solution
Which one won?
CASE STUDY #1: Email Subject Line Test: ALL CAPS vs Initial Caps
How site visitors voted:
VERSION A: 31% (All Caps)
VERSION B: 69% (Initial Caps)
Which one won?
CASE STUDY #1: Email Subject Line Test: ALL CAPS vs Initial Caps
Actually:
VERSION A (all caps): 13.8% opens, 30% clicks
Which one won?
CASE STUDY #2: Blog A/B Test: Which Email Opt-in Box Got More Email Signups?
How site visitors voted:
VERSION A (76%)
VERSION B (24%)
Which one won?
CASE STUDY #2: Blog A/B Test: Which Email Opt-in Box Got More Email Signups?
Actually:
VERSION B: 122% lift in email opt-ins
Which one won?
CASE STUDY #3:
How site visitors voted:
VERSION A (30%)
VERSION B (70%)
Which one won?
CASE STUDY #3:
Actually:
VERSION A: 75% lift click through rate
Which one won?
CASE STUDY #4: Email content test
Version A: WITH PRODUCT Version B: WITHOUT PRODUCT
A Great Campaign
• Once per week deals – amazing value
• Limited access
• Multi-channel communication
• Use the same creative each week
How We Made It Better
Open Rate Click to Open Sales
Product 13.8% 13.9% -
No product 14.1% 30.4% 6% higher
A|B testing – Measuring customer response
How We Made It Better
Social Media—Listening to our customers
Held Customer Attention
Revenue
0
List Acquisition
May June July August September October November December January February March
Sales
Increased Subscribers and Sales
0
Results: Measurement
• Campaign: Oct 25 to Dec 27, 2011
• 9 total emails
• Average Sales per email: 14% higher than average
• Compared to prior to launching the campaign, our Tuesday sales increased:
– Nov: +35%
– Dec: +118%
Results: Listening to our Customer
Conclusion
• Test, test, test
• Listen to your customers
• Don’t be afraid to change
THANKS
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