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Learn How vs.
Buy Now
One e-retailer
increased revenue 15% by using BOTH informational and promotional
content in their traditional sales promotion email.
Running A/B tests, an
online pet supply specialist company, tested the placement of "how
to" articles with product advertisements.
Version #1 -
contained a "how-to" or educational story with a link to read more,
placed directly below an ad for that same product.
Version #2 -
split the information, placing the "how-to" story with link at the
top of the email and the product ad was placed at the bottom of the
email.
In both emails, once
users clicked to read the "how-to" story, the landing page then
linked users to purchase the product online.
Result -
Placing educational articles right below the product ad increased
clickthroughs by 7%.
Extra bonus -
Plus, adding "how-to" content produced 15% more sales than their
typical sales-driven email.
Need help writing good newsletter content? Get a few tips from the
experts
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