Nov 12
Should Retail Email Sell or Inform? An A/B Split Test Case Study
Marketing Sherpa recently published an email marketing case from Drs Foster and Smith which tested the impact of mixing educational content with product promotions, whereas in the past their emails were either informative or sales-oriented.
The results of mixing content were 7% boost in click through rate, 6% lift in conversion and 15% increase in sales (meaning average order size was higher).
The campaign involved segmenting the “dog owner” customer, and performing an A/B test using email creative that offered products and discounts comparable in value proposition. As you can see, both emails below include an offer for a free pack of BioSpot and an article about protecting your home and pet from fleas. The difference is which call to action appears first (and more than double the size) in the content area.
Week 1:
Week 2:
The winning design in both tests was information more prominent, offer less prominent. Remember, […]