John Tackett

Email Marketing: Copy test increases clickthrough 37%

Converting attention into interest is really the sole purpose of copywriting.

How you approach that task in your marketing efforts can make a huge difference in the results.

In this MarketingExperiments Blog post, we’ll look at how some tactical copy changes increased one company’s clickthrough rate by 37% to help you craft effective copy of your own.

But first, here are a few snippets on the test.

 

Background: Company selling audio equipment and accessories.

Goal: To increase clickthrough rate.

Research Question: Which email copy approach will generate the highest clickthrough rate?

Test Design: A/B/C variable cluster split test

 

Controlemail-copy-test-control

 

In the control, the MECLABS research team hypothesized the email utilized a headline that was not immediately clear, thus undermining the value of the offer.

 

Treatments 

email-copy-test-treatments

 

Here is a simple breakdown of the differences in the treatments:

  • Treatment 1′s email tweaked the headline to focus on the aesthetics and performance value of the product.
  • Treatment 2′s headline was centered on the overall value proposition of the product.

 

Results

email-copy-test-results

 

While both treatments produced a lift, Treatment 2 saw the highest with a relative increase in clickthrough rate of 37%.

 

What you need to understand

The copy in emails is often subdued to a lot of outside artificial pressure.

There’s pressure in marketing to be unique, clever and any other adjective you can think of here that fits.

But there is only one pressure that should matter to you – delivering value.

If you craft copy that is relevant, direct, and most importantly, honest about what your products claims it can offer customers, then you are well on your way improving performance.

Want to learn more about the importance of email marketing and its role in conversion? According to the MarketingSherpa Ecommerce Benchmark Study, email is one of the biggest drivers of traffic to a website. Download your complimentary of the study for more insights from your peers on how they are leveraging channels to drive conversion.

 

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Categories: Email Marketing Tags: , , , , ,



  1. July 24th, 2014 at 06:26 | #1

    In my opinion, Your email should tell you what your product or service is all about. Try to touch any emotional area of your targeted audience and also reveal how you’re better and different from your competitors.

  2. Phil
    July 24th, 2014 at 14:02 | #2

    My concern with this experiment is the vast differences between the two treatments. I would be curious to see the same experiment with almost identical emails, otherwise it is hard to root cause the element that made the significant increase in CTR.

  3. July 24th, 2014 at 18:04 | #3

    I have to agree with Phil on this one. While I accept that minor tweaks can make all the difference to click through rates, I think this would be better illustrated by showing the differences on emails with more similarity.

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