Comments on: Test Your Marketing Intuition: Pier 1 Imports email design http://www.marketingexperiments.com/blog/general/test-your-marketing-intuition-pier-1-imports-email-design.html Marketing insights, answers, and research from the analysts at MarketingExperiments.com Wed, 08 Feb 2012 19:19:47 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Tim Watson http://www.marketingexperiments.com/blog/general/test-your-marketing-intuition-pier-1-imports-email-design.html/comment-page-1#comment-1970 Tim Watson Sat, 16 Jan 2010 11:22:18 +0000 http://www.marketingexperiments.com/blog/?p=3033#comment-1970 Great stuff. Having run many experiments and posed the question of which one won to experts its no surprise to me that few people got this right. In all honesty I probably wouldn't either, probably would have gone for #2. You have to test to know 'which'. There is no other way. Now knowing that #1 (control) was the winner the 'why' question? The control - Doesn't have prices - Doesn't feature particular products directly - The 'out of the woods' orange box is visually strong I'm sure Eyetracking would should it as hot spot. This is helping lead customers into the desired action, click to website. The main objective of #1 is to get people to click to find out more about the products, rather than sell the product already within the email. The other treatments give me more options, more direct product promotion and attempt to get further down the sales cycle in the email itself. For #1 you have to click to find out more. This could be pushing up the click rate over the others. It would be interesting to know if the conversion rates followed click rates exactly to support or reject this idea. Could it be control got most clicks but not in relative terms the same increase in conversion? Keep up the good work. Great stuff. Having run many experiments and posed the question of which one won to experts its no surprise to me that few people got this right. In all honesty I probably wouldn’t either, probably would have gone for #2.

You have to test to know ‘which’. There is no other way.

Now knowing that #1 (control) was the winner the ‘why’ question?

The control
- Doesn’t have prices
- Doesn’t feature particular products directly
- The ‘out of the woods’ orange box is visually strong
I’m sure Eyetracking would should it as hot spot.
This is helping lead customers into the desired action, click to website.

The main objective of #1 is to get people to click to find out more about the products, rather than sell the product already within the email. The other treatments give me more options, more direct product promotion and attempt to get further down the sales cycle in the email itself.

For #1 you have to click to find out more. This could be pushing up the click rate over the others.

It would be interesting to know if the conversion rates followed click rates exactly to support or reject this idea. Could it be control got most clicks but not in relative terms the same increase in conversion?

Keep up the good work.

]]> By: indie_preneur http://www.marketingexperiments.com/blog/general/test-your-marketing-intuition-pier-1-imports-email-design.html/comment-page-1#comment-1936 indie_preneur Thu, 14 Jan 2010 15:49:22 +0000 http://www.marketingexperiments.com/blog/?p=3033#comment-1936 Yowza, thats a tough pill to swallow for the agencies...interesting to say the least. Great contest tho. Yowza, thats a tough pill to swallow for the agencies…interesting to say the least. Great contest tho.

]]> By: Dave http://www.marketingexperiments.com/blog/general/test-your-marketing-intuition-pier-1-imports-email-design.html/comment-page-1#comment-1935 Dave Thu, 14 Jan 2010 14:07:08 +0000 http://www.marketingexperiments.com/blog/?p=3033#comment-1935 I think "Control" I think “Control”

]]> By: Alex Fisken http://www.marketingexperiments.com/blog/general/test-your-marketing-intuition-pier-1-imports-email-design.html/comment-page-1#comment-1934 Alex Fisken Thu, 14 Jan 2010 14:04:18 +0000 http://www.marketingexperiments.com/blog/?p=3033#comment-1934 I think option #2 will be the best for CTR because it has two clear calls to action are above the fold (rather than the confusing "Hunker Down" in v1), especially as it pertains to an email preview window. It also lists the 25% discount and has pricing with slash-throughs for each item. Also, it has text links for the global navigation that should help with CTR if these specific products are not of interest to the end user. With regards to the product shots, showing them on a white background is better than showing them out of context around a cartoon campfire (I do like v4 showing them in a real-life scenario the best). I think option #2 will be the best for CTR because it has two clear calls to action are above the fold (rather than the confusing “Hunker Down” in v1), especially as it pertains to an email preview window. It also lists the 25% discount and has pricing with slash-throughs for each item. Also, it has text links for the global navigation that should help with CTR if these specific products are not of interest to the end user. With regards to the product shots, showing them on a white background is better than showing them out of context around a cartoon campfire (I do like v4 showing them in a real-life scenario the best).

]]> By: Paolo Dona http://www.marketingexperiments.com/blog/general/test-your-marketing-intuition-pier-1-imports-email-design.html/comment-page-1#comment-1933 Paolo Dona Thu, 14 Jan 2010 13:18:49 +0000 http://www.marketingexperiments.com/blog/?p=3033#comment-1933 Treatment 1 @paolodona Treatment 1 @paolodona

]]> By: Jeroen B http://www.marketingexperiments.com/blog/general/test-your-marketing-intuition-pier-1-imports-email-design.html/comment-page-1#comment-1928 Jeroen B Thu, 14 Jan 2010 09:09:17 +0000 http://www.marketingexperiments.com/blog/?p=3033#comment-1928 Treatment 1 @Jeroen_Bouserie Treatment 1
@Jeroen_Bouserie

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