Blog, Email design

The importance of message clarity in Email Marketing

3 December 2014 Comments Off on La importancia de la claridad del mensaje en Email Marketing

One of the most common temptations for our customers is to want to enter too many messages in the same email. It is reasonable to think that we should take advantage of the moment of contact with the user and propose various options for interaction, but we must not forget that A clear and unambiguous message can generate a greater response.
We have recently had an experience that illustrates the situation described above. The context is that of a reactivation email that asked inactive users to either "unsubscribe" or "confirm their subscription". In this sense, the objective we were pursuing was interaction in one direction or the other.
The starting point was to carry out a test with the two versions of the message:

  • A unique message to confirm your subscription or unsubscribe: Confirm your subscription
  • A message in which confirmation of the subscription was incentivised by a 10% discount on the next booking. Confirm your subscription and get a 10% discount on your next booking. (note that we add, to the "confirmation" element, the "purchase" element)

The results we obtained were as follows:
reactivacion_dh_1
As we can see in the graph, the "direct" version (Confirm your subscription) performed better in all metrics analysed except for the % of reactivated users. The data shows that the incentive led to more users clicking on the subscription confirmation among all clickers. However, when analysing the absolute data and the final interaction ratio (this includes both unsubscribes and subscription confirmations), the success of the "direct" version was clear. In other words, At the same number of messages sent, more opt-ins and unsubscribes were obtained for the direct version than for the version offering the 10% discount.
This case is interesting in that it highlights how the same message can be interpreted differently depending on how it is delivered, and reinforces the idea of the greater effectiveness of unambiguous and direct messages when it comes to moving the user to action.