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Here’s an example from Priceline. Here in this case it’s up 70% off on express deals. They’re basically giving me the immediate call to action saying, “Hey, do this.”
And the other example as well, it’s very clearly identified and marked via a button with lots of contrast. If you look at the design, the design really does matter because the design gives me enough contrast even from a great distance. You don’t even have to read the body copy in these examples because visually they’ve given you a very clear-cut call to action visual that you could then click on and I guarantee you, some people might even click on it just because they’re curious because it’s so clearly defined via the graphic design. In addition to, as the Priceline example says, a lot of people are going to be excited by up to 70% off on their express deals.
A/B testing is really important because again it can teach you a lot about your readers. It can teach you a lot about your email list and can help you to create a more dynamic email list because you know more about your readers.
Here’s a hypothetical test. You’ve got test group A and test group B and 6.2% of group A actually did something and only 1.4% of test group B did the same thing. So, of course, you’re going to say to yourself, campaign A is the winning campaign because that user testing it does matter because it helps you measure what works, what doesn’t and it helps you figure out the behavior of the people who are on your email list. And when you figure out their behavior, it can help you in delivering content that is much more customized and tailored to their likes and dislikes. Make sure you’re giving them what they want. And then further, connect that to your strategic goals and your outcomes and you see the beauty of email marketing really come to shine in that sense.Back to Top
Eric Stoller is a Higher Education Strategic Communications Consultant and Blogger at Inside Higher Ed. With a background in student affairs, academic advising, wellness, technology, and communications, Eric educates clients and audiences on digital identity development. As a blogger, he generates conversations, answers questions, and provides insight about a variety of tech topics, including Social Media Strategies and Email Marketing.
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ABOUT THIS DIGITAL MARKETING MODULE
The Applied Email Marketing module will help you to identify the attributes and features of an effective marketing email. You will recognize the importance of professional email design to retain brand reputation and subscribers, and will understand that testing is the basis of every successful email marketing campaign. The module will then introduce the key metrics and statistics within email reporting, and will help you to identify methods for optimizing the performance of your campaign.