Email marketing examples: Whirlpool does a 180º turn in its email marketing thanks to an A/B test.

Often, companies carry out their email marketing almost out of inertia. This happens because of lack of time or resources to devote to optimising the strategy. Often, too many other routine tasks are prioritised and the opportunity to make a difference by implementing small changes is lost. This is what happened to Whirlpool, until its relationship marketing manager attended the Email Summit 2013.
From there, he says, he came back realising everything he didn't know and all the opportunities he was missing. This moment of enlightenment, he says, would be worth to Whirlpool a complete change in your email marketing strategy. A simple A/B testing of the calls to action of their emails showed very significant changes, making it clear that there is a need to rethink the way forward.
In the following video of MarketingSherpaTom Mender tells us about his experience and shows us the results: