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 DeliveredOpen RateClick to OpenConversion Rate
Old style HTML 501 897 14.33%8.01%0.17%
Responsive replicate 501 72614.11%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.

Author
Roland Pokornyik

Roland Pokornyik

CEO / Co-founder @ Chamaileon.io & EDMdesigner.com

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