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Creative Showcase,[object Object],Discussing data + design in email marketing at #mpeis,[object Object]
JAY JHUNDirector of Email Services, Engauge@emailrocks,[object Object],BRIAN BROWNDirector of Experience Design, ideapark@idpkbrian,[object Object],LISA DICKOnline Marketing Manager, Helzberg Diamonds,[object Object],JUSTINE JORDAN  Marketing Director, Litmus@meladorri,[object Object]
LAYOUT/PRICES TESTING,[object Object],A,[object Object],B,[object Object]
LAYOUT/PRICES TESTING,[object Object],A,[object Object],B,[object Object]
CTA/GRAPHIC TESTING,[object Object],Split A: Regular buttons (no arrow),[object Object],Split B: Buttons with arrows at the beginning,[object Object],RESULTS:,[object Object],TAKEAWAY:,[object Object],People are more likely to click when the arrow is added to the button.,[object Object],* Test results do not include Gmail groups sent separately to avoid deliverability delays,[object Object],A,[object Object],B,[object Object]
CTA/GRAPHIC TESTING,[object Object],Split A: Regular buttons (no arrow),[object Object],Split B: Buttons with arrows at the end,[object Object],RESULTS:,[object Object],TAKEAWAY:,[object Object],People are more likely to click when the arrow is added to the end of the button.,[object Object],A,[object Object],B,[object Object]
UTILIZING WEB ANALYTICS,[object Object],Integrating email + web analytics enables you to test and quantify differences in email creative, subject lines, offers.,[object Object],Name links using Google UTM tags to note trends,[object Object],Most popular links were to view the flyer online and to get coupons,[object Object],Simplify content to focus around those two calls-to-action,[object Object],Maintained same subject line ,[object Object],81% increase for unique CTR,[object Object],5% decrease in unsubscribe rate,[object Object],50% shorter in length,[object Object]
NAVIGATION TESTING,[object Object],Split A: Regular navigation below logo,[object Object],Split B: Image navigation next to logo,[object Object],RESULTS:,[object Object],Image navigation had a higher overall CTR (2.26% vs 1.97%) and significantly more clicks in the navigation. ,[object Object],Clicks were heavily concentrated in the navigation and the buttons in the modules got significantly fewer clicks.,[object Object],TAKEAWAYS:,[object Object],Image navigation is successful in getting people to click through but will detract from the rest of the email. ,[object Object],Be sure to include main call-to-action as part of the navigation.,[object Object]

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