Fresh Graphic Design Whups Email Marketing Template

Email marketing templates are easy, fast, and cheap. But are they always optimal?

Recently we tested an email template against a customized graphic design approach for a business-to-business direct marketing group.

We used the same offer -- and even the same concept -- on both sides of the split-run test. The only element we varied was graphic design.

Result: The fresh design approach pulled 41% more unique clickthroughs. (The client was unable to track conversions.)

Going in, we believed the template was keeping this b-to-b marketer from properly pulling off interesting concepts.   

Clearly, this direct marketer should continue testing, but there's a lesson here for email advertising aficionados: Never rely on speculation, opinions, and biases. Run your own A/B tests. And always be skeptical of approaches that lock out innovation.

Comments

[Jeb]

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http://www.dannyglix.com/emailnewsletterdesign.htm