At the heart of email marketing campaigns, it often seems as if a tug-of-war is being waged.
On one side, you have gaining attention as a tactic and on the other, you have using conversation.
But, which of these is truly effective?
Let’s take a look at how the MECLABS research team tested a promotional-style email design against a letter-style and what we can learn from the results.
Before we get started, here’s a quick review of the research notes for a little background on the experiment.
Background: A large international media company focusing on increasing
Goal: To increase the number of conversions based on the value proposition conveyed through the email.
Primary Research Question: Which email will generate the highest conversion rate?
Approach: A/B multifactor split test
The research team hypothesized the control featured popular design principles to create balance and hierarchy on the page.
The promotional-style email also featured heavy use of images and graphics to catch the readers’ attention and multiple call-to-action buttons for increased points of entry.
In the treatment, a letter-style email was designed to look and feel more like a personal letter. The design limited the use of graphics and images and featured a single call-to-action button.
What you need to know
By limiting the amount of graphics and focusing on engaging the customer in a conversation, the treatment outperformed the control by 181%. To learn more about why the letter-style email beat the promotional-style design, you can watch the free on-demand MarketingExperiments Web clinic replay of “Are Letter-Style Emails Still Effective?”