Cold-email: clicks +55%, sign-ups +5,500%


Increase clicks and signups to a new service from cold emails



Participants

• Globally, nearly 400,000 business owners with a Facebook page

Materials

• Email subject headings, preview sentences, and email bodies

Design

• Collecting opens, clicks, and sign ups

Procedure

• Between subjects RCT: each participant shown one version of email only

Analysis

• Increased click through from 2% to 3.6% (up +55%)

• Signups from 0.02% to 1.1% (up +5,500%), partly explained by changes to landing page


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1. Writing
Subject headings & preview lines – four rounds of test-and-refine (a, b, c, d)

• 10 subject heading and preview lines written based on behavioural principles

• Loss aversion, take risks to avoid loss (Kahneman & Tversky, 1979)

• Curiosity gap (Lowenstein, 1994; Wainer, Dabbish & Kraut, 2011), Proximal, Chunking

• Social validation, Building trust through ‘page owners like me’ – We trust people who are more like ourselves, Informational social proof (data)

• And more


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2. Test
Various subject, preview lines, email bodies and signatures – four rounds of test-and-refine (a, b, c, d)

• RCT (between-subjects) sent to ~100,000 recipients in each test, ~400,000 recipients in total

• Sent globally

• Delivered evenly distributed across the day to control for time












Later-stage email

3. Results

From test a, to b, c, and d

• Overall increased click through from 2% to 3.6% (up +55%)

• Overall increased signups from 0.02% to 1.1% (up +5,500%), partly explained by changes to landing page


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Contact us


+44 (0)843 289 2901


london@thehuntingdynasty.com



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