Email marketing has come a long way since the early days before CAN-SPAM laws and double opt-in email lists. Back then, it was easy to build a list and quickly get them to your offer pages. The average email recipient wasn’t bombarded with dozens, or even hundreds, of messages every day that need sorted or deleted.
Now, with email users being incredibly wary of any promotional email, most of the email we send gets deleted.
How do we ensure our emails get read and acted upon by the people on our list who need what we have to offer?
It essentially comes down to email messaging. If you can clearly communicate enough of your offer’s value in your email to earn a click, then you’ll more than likely see a significant increase in clickthrough (and ultimately profit).
We recently ran an email test for a research partner (anonymized in the emails) that needed to increase their number of leads from a rented list. One of the email treatments generated a 104% increase in clicks over the other. Here are the treatments:
Which Treatment Received 104% more clicks?
Go ahead and study the two email treatments and let us know in the comments which email you think performed the best and why. We’ll choose three of the respondents who we think were closest in the “why” department and recognize them as marketing experts on the blog.
UPDATE: The results are in
As unanimously voted on in the comments, version B was the victor in this case. The 104% lift was most likely due to the clarifying of the derivative value proposition, less commitment in the CTA, and the control and flow of the thought sequence through the email. Thanks to all our brilliant commenters who got it right. And a special congratulations to those 3 marketing experts who (in our opinion) gave the best reasons why email B outperformed email A:
Email Messaging: How overcoming 3 common errors increased clickthrough 104% – Today’s Web clinic from 4:00-5:00pm EDT