We announced some months before, that we are looking for partners, who are open for A/B testing their old style HTML email template vs. it’s responsive replicate. Thankfully we found a partner from the US, who was open to share the results with us anonymously.
They operate an e-commerce website and have around 1 Million subscribers. They are active in email marketing, and send 1-3 promotional messages weekly. The open rates of the campaign were around 14%, which is 5% lower then U.S. average open rates. Surprisingly the responsive replicate of the email had a 1.6% lower open rate than the Old style HTML but Click to Open (+5.9%) and Conversion Rates (+11.8%) improved.
| Total Delivered | Open Rate | Click to Open | Conversion Rate | |
| Old style HTML | 501 897 | 14.33% | 8.01% | 0.17% |
| Responsive replicate | 501 726 | 14.11% | 8.48% | 0.19% |
| Responsive vs Old style | * * | ***– 1,6%*** | **+5,9%** | **+11,8%** |
What did we learn?
- We didn’t have real impact on the open rate with a single message, although we saw in many case studies out there that Open Rates increase in the long run.
- Even the exact responsive replicate of an old style HTML email template performed better in terms of Clicks and Conversion Rates
- Next time, we won’t create an exact replicate, but a brand new design, which is created with a “mobile first” thinking
Are you open for an A/B testing pilot?
We are!
If you have a large list (important for statistical relevance) and would like to get a cool looking responsive email template for free, we are happy to help you!
How does it work?
- Send us your email template (in a .zip with text, images, and layout – can be a .psd as well).
- We create a mobile friendly version of it with EDMdesigner.
- **You get **back a pro responsive email template for FREE!
- We just would like to ask you to A/B test it with your previous template and share the results with us.
Interested? Drop a line to roland@edmdesigner.com, and we can discuss everything individually.
