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Focus on the Goal
June 19, 2006
I found this interesting testing article on offer numbers. I think that it speaks for itself and really the results were not a surprise. We refer to the targeted campaign with one offer in client strategy all the time. Use the newsletter to build relationship and the "postcard" to drive them to a specific action. Losing the number of choices (when you KNOW your customer) through a targeted offer based on profile and past activity factors is a sure winner.
Now this does not mean that you could not have more than one clickable button or link in the email in my opinion, but make sure that they all drive to the same landing page. And also of importance is to code each of those links with a tracking URL (like ?source=link1). Adding this code will allow you to look at the conversions based on the placement of the link and help you to refine your link placement in the inbox.
Continue After the JUMP...
Testing Emails Offering Services June 07, 2006 By The Marketing Experiments Journal Marketing Experiments reports that emails offering one service compared to emails offering a choice of services bring higher conversions.The outcome? The email that was focused on just one service, from beginning to end, significantly outperformed the email which tried to describe and pre-sell four separate services.
Our findings are not entirely surprising. Most of us already know that a website landing page which focuses on a single product or service will almost always do better than a similar page which tries to sell multiple products or services.
It is logical that the same would apply to emails.
Our test was run with one merchant, using the same email list, over same time period.
Posted by dylan.
