How We Achieved a 127% Increase

It was a recognized marketing approach. Thinking back to our content, our founder, dave, has been publishing blog posts and guides on email marketing since 2004. So when I started at campaign monitor as content director, I had some really big shoes to fill. One of the opportunities I immediately noticed was the email we sent to blog subscribers when a new blog post was published, so we decided to do some testing. This is the story of how we redesigned email for our blog subscribers and achieved a 127% increase in clicks. The old blog subscriber email the old blog subscriber email was sent automatically via our rss to email feature.

Every time we published a new blog post, our own campaign monitor account would automatically pull the summary and a link to the post from the rss feed and company mailing list send it to subscribers. The old email looked like this: it wasn't the most visually appealing email and it didn't match the rest of our marketing assets, all of which were beautifully designed by our fantastic design team. The new blog subscriber email after launching our new email builder, canvas, we decided to use one of its new styles

Redesign the blog subscriber email and a/b test the new design against the 'ancient. Here is the new email: the result? We saw a 127% increase in clicks in the first test we ran. Still not completely happy with this, we continued to test the old design against the new design in the next emails we sent out. Each time, we saw a similar result. It became clear that the new design worked very well. But why? What made this new design so much better, even though the text content and the offer were exactly the same? Here are some thoughts on why it converts so much better:importance of content in the old design, the most prominent element (and therefore the first thing people sa