Creative

Case Study: Subject Line Change Increases Revenue by 9%

case-study:-subject-line-change-increases-revenue-by-9%

It’s always fun to experience, and write about, big wins, like a 918% increase in revenue, or a 350% boost in list growth, or a 100% increase in site traffic. It would nice if every test delivered that, but that’s not the case. Here’s the thing: if you can earn a lift of 10% on every test and apply each learning before you do your

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Case Study: More Product Blocks, Less Revenue

case-study:-more-product-blocks,-less-revenue

Back in 2020, I was consulting for a B2B client with an enormous number of products. Their buyers are buying in bulk; they don’t buy one of an item, they buy 100 or 1,000 of an item. We did a series of A/B split tests, with different email templates, to find the ‘sweet spot’ – the perfect number of products to include in each email

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Case Study: Less Copy Generates a 918% Lift in Email Revenue

case-study:-less-copy-generates-a-918%-lift-in-email-revenue

Sometimes less is more – a lot more. Case in point: this case study from 2020, where removing some copy generated a 918% lift in revenue-per-thousand-emails-sent (RPME). You can see the control at the left below, the test version is on the right. and the color key to content is there as well. When you’re thinking about what you might test, you always want to

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Case Study: 61% Decrease in Revenue-per-Email (RPE), but We Still Learned a Few Things

case-study:-61%-decrease-in-revenue-per-email-(rpe),-but-we-still-learned-a-few-things

When we test, we’re usually looking to boost performance. But you can get some great learnings even if the control wins. Case in point: this case study from 2020. This email was part of an annual campaign; as such, I went back to the 2019 creative and results to put together my 2020 plan. The control here was second in revenue-per-email-sent (RPE) in 2019; we

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#TBT: Do Not Reply to This Email

#tbt:-do-not-reply-to-this-email

This article written by Jeanne Jennings was first published by ClickZ on September 1, 2014. A full half of the transactional messages I recently reviewed in my inbox asked me not to reply to the email. In this age when most companies are actively trying to engage them in social media, why don’t they want email replies? Here are some reasons – along with ways, if…

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#TBT: Do Not Reply to This Email

#tbt:-do-not-reply-to-this-email

A full half of the transactional messages I recently reviewed in my inbox asked me not to reply to the email. In this age when most companies are actively trying to engage them in social media, why don’t they want email replies? Here are some reasons – along with ways, if you must, to make “Do not reply to this email” more reader-friendly. First off, I…

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#TBT: Do Not Reply to This Email

#tbt:-do-not-reply-to-this-email

A full half of the transactional messages I recently reviewed in my inbox asked me not to reply to the email. In this age when most companies are actively trying to engage them in social media, why don’t they want email replies? Here are some reasons – along with ways, if you must, to make “Do not reply to this email” more reader-friendly. First off, I…

Read More »

#TBT: Do Not Reply to This Email

#tbt:-do-not-reply-to-this-email

A full half of the transactional messages I recently reviewed in my inbox asked me not to reply to the email. In this age when most companies are actively trying to engage them in social media, why don’t they want email replies? Here are some reasons – along with ways, if you must, to make “Do not reply to this email” more reader-friendly. First off, I…

Read More »

Case Study: Big Boost from Subject Line Testing

case-study:-big-boost-from-subject-line-testing

Lots of email marketers test subject lines, but the key to long-term success is testing formulas rather than specific copy. In this case study, the winning subject line formula generated an open rate lift of 70% and a lift of 56% in click-through rate. Best of all, because we tested formulas instead of copy, they’ll be able to roll this out to all future daily…

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Case Study: Big Boost from Subject Line Testing

case-study:-big-boost-from-subject-line-testing

Lots of email marketers test subject lines, but the key to long-term success is testing formulas rather than specific copy. In this case study, the winning subject line formula generated an open rate lift of 70% and a lift of 56% in click-through rate. Best of all, because we tested formulas instead of copy, they’ll be able to roll this out to all future daily…

Read More »

Case Study: Big Boost from Subject Line Testing

case-study:-big-boost-from-subject-line-testing

Lots of email marketers test subject lines, but the key to long-term success is testing formulas rather than specific copy. In this case study, the winning subject line formula generated an open rate lift of 70% and a lift of 56% in click-through rate. Best of all, because we tested formulas instead of copy, they’ll be able to roll this out to all future daily…

Read More »

Tips for Driving More Leads from Your Blog Posts

tips-for-driving-more-leads-from-your-blog-posts

“Our blog just doesn’t drive leads.” I hear this a lot. And I get it. The best blog posts aren’t hard-sell pieces, they provide value without a purchase and are intended to education, nurture and persuade — not to drive someone to buy right now. But sometimes the issue is with the blog post page wireframe, not with the content. Read on for some simple…

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From My Inbox: Gentle Critique with Simple Fixes

from-my-inbox:-gentle-critique-with-simple-fixes

Most of my consulting work is with large organizations, but I really love when I see smaller companies doing big things with the channel. And it also makes me sad when I see smaller companies trying, but not quite hitting the mark. This post is about the latter, with constructive advice for this company (I plan to visit soon so maybe I’ll share it with…

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React, Respond, Redirect: Waves of CoronaVirus Emails

react,-respond,-redirect:-waves-of-coronavirus-emails

I’ve been watching my own inbox and advising my clients on how to message via email to their subscribers in this difficult situation. I have seen three ‘waves’ of communications since this pandemic came to the forefront. Which wave is your company in? When will you move to the next? The three waves I’ve seen are: React: this is happening, oh sh*t!Respond: this could be…

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From My Inbox: A Tale of Two Re-engagement Emails

from-my-inbox:-a-tale-of-two-re-engagement-emails

It’s always interesting to see the re-engagement emails that land in my inbox. Here are two that I received late last year — we’ll discuss the strengths and weaknesses of each, and along the way you’ll get some ideas to test with your own messages to bring dormant subscribers back to life. Yes, I realize that I’ve chosen one B2B email (ANA SmartBrief) and one…

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From My Inbox: A Tale of Two Re-engagement Emails

from-my-inbox:-a-tale-of-two-re-engagement-emails

It’s always interesting to see the re-engagement emails that land in my inbox. Here are two that I received late last year — we’ll discuss the strengths and weaknesses of each, and along the way you’ll get some ideas to test with your own messages to bring dormant subscribers back to life. Yes, I realize that I’ve chosen one B2B email (ANA SmartBrief) and one…

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Case Study: a 100% increase in site traffic from email

case-study:-a-100%-increase-in-site-traffic-from-email

You know the ‘conventional wisdom’ that short emails perform better than long ones? It’s not always true. Read on to learn how we dramatically increased traffic from an email to the website by taking a strategic approach to increasing the length of the message. One website, thousands of items for visitors to choose from, a monthly email sent by a partner featuring one item. When…

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Case Study: a 100% increase in site traffic from email

case-study:-a-100%-increase-in-site-traffic-from-email

You know the ‘conventional wisdom’ that short emails perform better than long ones? It’s not always true. Read on to learn how we dramatically increased traffic from an email to the website by taking a strategic approach to increasing the length of the message. One website, thousands of items for visitors to choose from, a monthly email sent by a partner featuring one item. When…

Read More »
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