Testing is essential to successful email marketing campaigns. It’s an opportunity to learn about the preferences and behaviors of your target audience, and determine the best way to communicate with them and drive action.
Recently we tested two email communications within an activation campaign. The objective of the emails was to drive dormant customers to complete a multi-step activation process. Prior to testing, we interviewed the service center to determine the most frequently asked customer questions. We learned that the first few steps in the activation process caused the most confusion, due to the use of unfamiliar technical language.
The two activation emails took varying creative and messaging approaches to address customer questions and overcome these hurdles.
Which email do you think drove more conversions: Email A or B?
And the winner is…
Email B drove 12% more conversions than Email A. Here are a few key reasons why.
Email A contained a thorough, step-by-step list to complete the activation process. The goal was to make each step as easy and straightforward as possible; however, the list had an opposite effect on many viewers. At a glance, the process appeared protracted and time-consuming. Numbering the steps only emphasized this misconception and discouraged email recipients from taking action.
On the other hand, Email B focused only on the first three steps of the process. Based on our interviews with the service center, we knew that these particular steps confused customers and were the primary barriers to activation. Narrowing the focus of the email messaging allowed us to provide more information to address customer questions, while still keeping the copy streamlined. At a glance, the process outlined in the email looked quick and easy, so viewers were less intimidated and more motivated to get started.
Email B featured an abbreviated email body compared to Email A. In Email B, the instructional copy was placed at the center of the layout and indented for emphasis. Each instructional step began with a short, simple action word. Each of these action words stood out with a bold blue font. The design allowed viewers to effortlessly scan the email, find the most important copy to focus on and immediately understand the required action.
Customers who required additional help were able to easily find the links to informational resources in the right sidebar.
Email B utilized the right rail of the email to feature links to helpful resources, like a demo and FAQ page. Email recipients were able to self-discover answers to their questions and get further guidance not provided in the email. Icons helped visually reinforce each of these resources with straightforward, simple images.
About 15% of email recipients clicked to view the demo and/or FAQ page. These customers might have abandoned the activation process if helpful resources were not readily available.
Instincts vs. analysis
Congratulations if you correctly guessed the winner of this test. However, remember that going with your gut is not an optimal strategy if your goal is to develop successful email marketing campaigns. Email messaging and creative that you relate to strongly may not have the same impact on your customers.
That is why email testing is so important. Every company is unique, and each audience has different behaviors and preferences. Only testing will accurately uncover the design and copy that will result in optimal response rates for your company.
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Topics: Email Marketing
