A Surprising Marketing Test & The Results

As email marketers, we’re constantly trying and testing new things to optimize our copy, creative and results. Our Director of Lifecycle Marketing, Kim Stiglitz, recently tried a few tactics with an email we send each month to customers that have signed up for our free trial, but haven’t activated their account (double opt-in).

I wanted to share the results with you because I thought they were pretty interesting and a bit surprising.

The Details

Kim got a list together of all VR customers who have signed up for a free trial, but never activated their online account (we require customers to double opt-in, so this is a necessary step). Kim sent one creative (Version A) in April and one creative in May (Version B). She could’ve also run a split test which the team often does.

Version A encouraged customers to activate their account, and then offered a discount if they “liked” us on Facebook. Version B didn’t offer an incentive and focused solely on encouraging customers to activate their account.

Version A

Version B

The main differences are:
1.    The subject line
2.    Discount vs. no discount
3.    Copy & images
4.    Call-to-action button

Based on what you see, which version do you think performed better? What metrics would you base that on? We looked at three things:  the open rate, click through, and of course, how many people on the list actually activated their account.

And the Results…

Version B received 32% more opens and clicks. The subject line in Version B compelled more people to open it and the lion’s share of the clicks came from the bow around the finger image, the “activate your account” links in the first three lines of the email, and the call-to-action button.

What kind of creative and copy testing are you doing? Try shaking things up from time to time and you may be surprised by the results.

I finally have to admit that my old shower curtain has seen its last days. It’s time to turn it into rags and replace it, and I don’t want to spend a fortune. Following former Natural Home art director Susan Wasinger’ssimple directions, I can adorn a plain organic cotton or linen shower curtain (or even a cheaper shower curtain liner) with a sweet, simple leaf motif. I’ll get a pretty, natural look for my bathroom for much less than I’d pay for a fancy shower curtain.

To make this, I’ll use nontoxic Dharma Pigment Dye, which will give me the same soft, stone-washed look that Susan achieved. She used leaves from common houseplants, but I’ll honor summer’s abundance by choosing the prettiest leaves I find when I walk my dog today. Simply position the painted side of the leaf on the fabric, lay a piece of paper over it, and press the paper and leaf carefully into the fabric with your hands or a rubber roller. Thoroughly but gently rub the entire leaf surface. Most dyes can be set with a vinegar bath, but check the manufacturer’s recommendations for color fastness.

Use any kind of leaves and an inexpensive shower curtain liner to make a designer-like shower curtain. Photo by Susan Wasinger

1. Paint the veined side of the leaf with dye or paint. Don’t forget the stem.

2. Press the leaf into the fabric and cover with paper. Smooth with a roller or your hand.