The Anatomy of an Email & Improving Conversions

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This document discusses improving email conversion rates through testing different elements of email design. It outlines the typical parts of an email like the preheader, subject line, header, call to action, and footer. It then provides examples of good and bad designs for these sections based on testing. Specific elements that can be tested include the from name, subject line text, preheader content, use of images, copy length, and creative content. Additional ways to improve conversion mentioned are segmentation, automated email campaigns, and optimizing landing pages. The key message is that extensive testing of email elements is needed to identify high performing designs and improve email marketing results.

Business Technology

Flickr:
Anatomy of an Email and
Improving Conversion

6 Parts of the Human Body
1. Head (Hair)
2. Face (Eyes, Nose, Mouth)
3. Neck & Upper Body
4. Abdomen (Guts)
5. Legs
6. Feet & Toes
6 Parts of an Email
1. Preheader
2. From Name/Subject Line
3. Header, Navigation, Hook
4. Main Call-to-Action
5. “Other Stuff”
6. Footer
Anatomy of an Email
Flickr: patrlynch

6 Parts of an Email (things to test)
1. Unsubscribe button/link
2. Share With Your Network
3. Day of Week
4. Time of Day
5. Frequency
6. Copy / Imagery
7. Rendering
8. Conversion Optimizers
Other things to test
1. Preheader
2. From Name/Subject Line
3. Header, Navigation, Hook
4. Main Call-to-Action
5. “Other Stuff”
6. Footer
Improve Conversions
(Testing)

1. David Axelrod: Who is David? (also too long)
2. concierge: Am I at a hotel?
3. register.welcome: Lazy. Lazy. Lazy.
4. data: Oops (see #3)
5. tim.westergen: I don’t know who that is. Do you?
Bad From Names

Perfect. Why? Simple. Company
name.
Good From Names

1. WEEKEND CLOSEOUTS…: It works. Trust me (they test)
2. 9 hours only!...: Sense of urgency.
3. Save up to 87%: Random number is catchy.
4. Miles or discount…: Intriguing. I have a choice?
5. 3 Minutes, 52 Seconds: Interest piqued (think: video)
6. REI Subscriber Exclusive…: Exclusivity.
Good Subject Lines

2 creatives x 2 subject lines = 4 tests
Taguchi Multivariate Testing
More details on Taguchi Multivariate testing, visit the Blue Sky Factory Blog

More details on choosing subject line, visit the Blue Sky Factory Blog

Too much preheader
No preheader
Preheaders

• (2) Calls-to-action
• Mobile/Text
• View with Images
• Fun icons
• Bonus: “secondary preheader” above navigation
bar
Good Preheaders

Flickr: jitze1942
Header, Navigation, Hook

• Header: Weak
• Navigation: None.
• Hook: Appears to be “Hello DJ.”
The Bad

Fabric.com email – Images Off
The Good
Fabric.com email – Images On

Yes.
We realize we have way
more slides than we can
possibly run through in the
time we have together
today.

For these & other testing examples, visit Chad White’s Retail Email Blog
Copy / Imagery Testing

Copy Testing: Marketing Over Coffee
(Before)

Copy Testing: Marketing Over Coffee (After)

<< Previous Template
• One column with list
format which created a
very long template
• Not enough imagery to
break up body copy.
New Template >>
• Two column format
allows for a shorter
template and clear calls to
action
• Breaking body copy up
with imagery allows
readers to move through
the template more easily
Creative Testing: Thinkfinity

Conversion Optimizers
• Segmentations
• Auto-responders
• Landing pages
Flickr:
horiavarlan

45
Automated Time Based Campaign – Sample **30 Day Coupon
Triggered on Day 10 Triggered on Day 20
Time-Based Auto Responder

Triggered on Day 2
Time-Based Auto Responder
Triggered on Day 10

REMEMBER!
You can’t improve what you don’t
measure!
(Measure everything)

Anatomy of an Email and Improving
Conversion
Thanks!

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