Monarch wanted to find a way to continuously develop its email templates and improve conversion. As an expert and strong advocate for testing, RedEye helped Monarch optimise engagement by improving email template CTA buttons.
RedEye helped Monarch implement a testing strategy. The strategy included two separate tests. The first compared using a soft CTA to using a hard CTA and the second compared using a long CTA to using a short CTA.
Each test was conducted over a two week period, starting with the soft versus hard test. All testing took place on the company’s weekly newsletter, where randomly 50:50 split segments were created. Tests were measured based on CTR and page views. CTR was used to measure actual engagement with the email, and page views were used to measure how engagement continued after the user clicked through to the website. Other than the CTA, all the other elements of the email remained the same.
The first test focused on the wording, assessing whether a soft CTA would be more efficient than a hard CTA. The results were as follows:
With the softer copy ‘Click Here For More Info’ resulting in a 66 per cent increase in CTR and 47 per cent increase in page views this was then tested as a short versus long version. The long CTA achieved a 97 per cent increase in unique clicks and 16 per cent increase in page views. The softer, longer CTA has now been rolled out into all campaign templates.
“We have been working with RedEye for a long time and they are constantly finding ways to help us optimise our campaigns. When it comes to ongoing optimisation, one thing that we have always liked about the company is its flexibility. It is rare to come across such an accommodating team. No job is too big or small. This unique mind set and working relationship is ideal for testing. We have experienced surprising results from the smallest changes to our email templates. Testing really is a great way to make something that is already working well for you, work even better. We look forward to continuing to work with RedEye in order to optimise our email marketing.” Liam Gibson, Direct Marketing Manager, Monarch