Contributor Pieter Wuyts from 8Seconds, who landed quite some new deals and partnerships since he wrote about getting more people to the landing page (a post that was really liked by many of you), has a new great example of improving your email campaigns, this time using multivariate testing.
Since his last post, Pieter’s Belgian company signed agreements with ReturnPath, Silverpop, RapidSugar and many more – I say this because Pieter admitted that posting here quite helped him so if there are candidates for good posts out there
Anyway, one of the partners of 8Seconds is 22Times. This company works among others for UPC that won an Emma award using multivariate testing. In this post, Pieter explains, including all the details (buttons, process, results,…), just how UPC did that. A great case.
UPC, a market leading Dutch provider of Internet, television and telephony sent an email to their most loyal clients with a personalized offer.
4 different colors
10 different button texts
22Times used the real time optimization service of 8Seconds to optimize this emailcampaign. When the entire emailcampaign has been sent out, 8Seconds showed these different buttons to the customers opening their email and measured which button worked best. The best converting button was found very early in the campaign thanks to the very consistent conversion behavior of the recipients.
The 2 buttons with the lowest CTR are respectively:
Both have a CTR of 0%. The readers of UPC apparently cannot be motivated to click by means of the pushy ‘order now’ text.
The button with the highest CTR (61.90% !) is:
Your email recipients don’t want commands!
Looking at the chart above, it’s very clear that the purple button works better than the orange button, although many other campaigns indicated that orange is supposed to be a better colour for buttons.
‘Order now’, ‘upgrade now’, ‘switch now’,… are commands, and the customers of UPC do not want to get commands! They want to be addressed personally and they clearly expressed their wish to be invited to have a look at the personal offer that has been selected for them.
Giving the impression that UPC has done a personal scan to select the best offer without being too pushy increased conversion enormously.
The author of this post, Pieter Wuyts, is a no-nonsense entrepreneur
and conversion freak. He’s one of the founders of 8 Seconds, that very
quickly became the market leader is real time email testing. Pieter
inspires people to grow, email campaigns to perform better and plants to
flower. 8Seconds is market leader in real time multivariate testing in
email marketing campaigns. Clients use the email optimization services
to find out in real time what converts well and what does not, based on
statistical algorithms. You can follow Pieter on Twitter here.