Email Copy Tested

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Email Copy Tested
How adding urgency increased
clickthrough rate by 15%

Experiment: Background

 Experiment ID: Internal Urgency Email Test
Location: MECLABS Research Library

Research Notes:
Background: This email was sent to the MarketingExperiments list of about
85,000 marketers informing them about an upcoming Web clinic.

Goal: To increase email clickthrough.

Primary Research Question: Which messaging will generate the highest
clickthrough rate: urgent or non-urgent?

Approach: A/B Split

Experiment: Control Control

While the control has many
of the elements of an
effective email, the reader
has no urgent reason to
click the call to action.

Experiment: Treatment Treatment

To produce an element of
urgency in the email, we
simply added 3 words to
the bottom of the email:

*Limit 1,000 attendees

Experiment: Side-by-side
Control

Treatment

Experiment: Results

15.4% Increase in clickthrough rate
The treatment generated 15.4% higher clickthrough than the control

Version Delivered Emails CTA Clicks* CTR Rel. diff Stat. Conf

Control (No Urgency) 44,225 354 0.80% - -

Treatment (Urgency) 44,079 407 0.92% 15.4% 95%

 What You Need to Understand: By adding a level of rate by 15.4%. the
treatment out-produced the control in clickthrough
authentic urgency,

*Primary call-to-action clicks only

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