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Weird results from email split test

by Michael Meaney
7 replies
Has anyone else tried this?

A few weeks ago I ran a test on an email campaign... same headline on both emails... the first containing copy with a link to a sales page after both paragraphs and in the PS.

The second contained almost no copy, it just said "hey guys, check this out: Link same as subject text".

The second email far outperformed the first, of those who opened the email around 92% clicked on the link.

Thought it was a fluke, so I tried it again... and again... similar results. Almost every email I send now uses the same format.

I started asking myself why this was happening, when we spend so much time crafting email copy - the conclusion I reached (and I might be wrong) is that if the subscriber is interested enough to open an email with a strong headline, he/she must be interested enough to click on a link, in this case any copy inside the email could potentially create an obstacle (for example; time).

Of course this doesn't pre-frame the offer which could have a negative impact on the conversion rate.

I don't assume it works for every list, but I'm curious to know if anybody else has tried this, and what kind of results did you get?
#email #results #split #weird
  • Profile picture of the author maximus242
    Oh it works the same way with squeeze pages, sometimes less copy converts higher because it works on impulse.

    Theres a big difference between freebie vs non freebie copy
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    • Profile picture of the author Michael Meaney
      Originally Posted by maximus242 View Post

      Theres a big difference between freebie vs non freebie copy
      Yup, that's why I'm certain it will lower the conversion rate of a sales page by sending freebie seekers without pre-framing - I suppose there's also a chance that it will covert some of those freebie seekers into buyers who wouldn't have otherwise clicked a link if they knew it was leading to a sales page.

      I'm glad others are seeing similar click rates.
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      • Profile picture of the author Steve The Copywriter
        I hate to say this - and I'm not trying to antagonize anyone.

        It is interesting where and when people click.

        It's cool, they can click here, there or anywhere... (and of course it's worth monitoring).

        But the only click that really matters is on the "buy" button.


        Steve
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        • Profile picture of the author TopKat22
          Originally Posted by Steve Copywriter View Post

          I hate to say this - and I'm not trying to antagonize anyone.

          It is interesting where and when people click.

          But the only click that matters is on the "buy" button.


          Steve
          True. In the end, it is all about the money to the bank.

          However, some times you have to fill up a sales funnel to get to that point.

          I find this data interesting and think I will test it out for myself.
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        • Profile picture of the author Michael Meaney
          Originally Posted by Steve Copywriter View Post

          But the only click that matters is on the "buy" button.
          That's probably true Steve, but we have to measure the effectiveness of all entry points - and improve them if we can.

          If changing the copy of a PPC ad or an email subject headline can increase the CTR which results in more traffic and more sales, that also matters, to me.

          You can have the greatest sales page on Earth, but if nobody's reading it..
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  • Profile picture of the author mihovi
    Mike, I personally didn't test it this way, but from my experience I can honestly tell you that I take two different approaches with regards to the e-mails I'm receiving:
    1. Long and very explanatory e-mails become extremely boring and usually I let them unread and postpone them for some other time (which 99% of the time don't happen).
    I click on the links only without paying too much attention to the description-I read the subject line only: if it's poor written I skip the message, if it's CATCHY I go for it just from pure curiosity. I want to see what that unfinished message is hiding...
    2. I pay big attention to ALL the content in the message if the WORD or the BUTTON "BUY" is present and the content refers to a subject I'm interested in.

    This is my personal opinion, though.

    Ovi
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  • Profile picture of the author David Mcalorum
    Hey Mick! Do keep us informed as to if these "impulse clickers"
    convert the same, better, or worse.

    Would be interesting to see.
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