Why Choosing Functionality Over Beauty in Emails Gets You More Clicks

Why Choosing Functionality Over Beauty in Emails Gets You More Clicks

It was about 15 years ago that my wife and I received a beautiful Waterford crystal vase as a gift.  The exquisite detail and sheer elegance of the vase is utterly amazing, as any Waterford piece normally is.  We take it out as often as we buy flowers or receive them when we host guests.  However, there is one problem: the vase does not hold 12 flowers very well.  In fact, we often take two or three flowers out and put them into another vase simply because it’s a pain and makes things look awkward if we try and cram them in.  While beautiful, the vase lacks functionality, and it’s a shame since we really love the piece. People are obsessed with beautiful things.  We imagine beautiful houses, shoes, cars, jewelry, and we tend to put beautiful people on a pedestal simply because they look great.  That obsession can be found everywhere, and in fact it spills over into email. I have...
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Two Views That Undermine a Healthy Email Testing Strategy

Two Views That Undermine a Healthy Email Testing Strategy

I’ve been working in email marketing for many years now, on both the client and agency sides. In both situations, I’ve gone head-to-head with two types of attitudes that can be destructive to a healthy email testing philosophy: “We’ve tried that before and it didn’t work.” “We’ve always done it that way.” These sayings demonstrate an attitude that can undermine the growth and optimization of any email program. “We’ve tried that before and it didn’t work.” Yes, I’m an advocate for learning from your mistakes and not repeating them. That being said, times change and sometimes those strategies and tactics that didn’t work in the past may prove fruitful in the present. When faced with this attitude, start by clarifying what was done in the past, and how it was measured. How do you quantify/qualify what “it didn’t work” means? What did you test? What was your goal? What did you measure and how? Did you ever retest? Where is the data that shows...
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