Email advertising - How ad tracking helped create
a killer ad
I recently undertook an email advertising promotion, using a number
of advertising media. The exercise involved a program of mine called
the Magical Marketing system.
As an email advertising Internet marketing exercise, I decided that
I wanted to approach the members of some of the affiliate programs that
are featured in Magical Marketing, and offer their members the chance
to join this system, and reap the benefit of the multiple promotion methods
that it employs.
And. as an email advertising marketing exercise, this has worked very
well, and whilst an interesting exercise in Joint Venture Marketing in
itself, it has produced a result so remarkable in my eyes, that I felt
it worthy of a report.
With one particular featured program, I did a multiple ad test, to see
what the comparison between three ads. It was the results of this that
struck me, and prompted me to put this article together.
The three ads, which were very similar. This is good of course, because
it means that any variance in the results can be explained in relatively
few ways. So there are two points that need to be made about these ads,
which may affect your thinking about how you write your own ads.
1. Use Of Variables in Headlines
I don't know about you, but I am always hearing that using someone's
name in an advert can make a significant difference to the effect of
that advert. Not all programs have this kind of facility though. It just
happens the program that I ran the adverts with does, so I made use of
it in the headlines for 2 of the 3 adverts, but not for one of them.
I have used the variable in the body of all three ads, so some personalisation
took place in all cases.
2. Bulleted Benefits
Again, all the books and articles that I have ever read tell you to
spell out the benefits, and a lot of them tell you to bullet them to
add emphasis. So, I have done this with all three adverts, but with a
difference between ads 1, and 2 and 3. In the first advert, I just made
single word references to the benefits, in the other two, I elaborated
in order to explain the benefit better.
The results are so striking, that they are worthy of comment.
The ads were placed from 12th December 2004 to 18h January 2005. So,
the time span is about a month, but, I use the program in question to
send other ads out too. About every 3rd day, I will send one of these
three ads, in rotation. So, each of the ads would have been sent about
every 6 days or so.
Advert 1 pulled in 70 unique hits, with 19 action hits. The latter is
where prospects followed through to the sign up page.
Advert 2 pulled 5 unique hits and 1 action hit.
Advert 3 pulled 4 unique hits and no action hits.
Headlines I have always advocated trying to keep headlines short, especially
where email adverts are concerned. You only have the width of the email
pane to enter your message, so you must tell your story within a few
I don't consider any of the Headlines that I have used to be excessively
long. However, the first advert is very short, and perhaps that accounts
in part for the huge number of additional clicks for the first advert?
In part, I believe that this is true.
However, I am now thinking that perhaps email prospects have become
wary of seeing their name in emails from people that they don't really
know. Think about how you react when you see such an email?
Do you open it immediately, or do you become suspicious?
Trust your gut feeling.
I have used the personalised approach in the body of the email, and
maybe the psychology here is that once someone has opened an email, they
have 'let you in' and are more amenable to your being personal.
Headline conclusion I am more convinced than ever that email headlines
should be short - as short as possible. I also recommend that if you
personalise the Headline, you stop, and test your ads without it.
Bulleted Benefits You can see that advert 1 has produced a massive amount
of additional click thru's over the other two ads. Bearing in mind that
each ad went out, probably every six days, the first two ads are not
far removed from the norm with the program that I used. This makes the
results achieved by Advert 1 even more staggering.
The change in headline may go some way to explain this, but the huge
number of clicks tells me that something much more significant has occurred.
Thankfully, the body of the three ads are very similar in all aspects,
except one; the bulleted benefits. In the first ad, I have given one
word answers. In the other two, I have elaborated.
Bulleted benefits conclusion One cannot escape the fact that keeping
the benefits so short has had an impact. And not only in click thru's
either. If you look at the graphic under 'Actions' column, you will see
that I have tracked the prospect through to the signup page. You might
expect that the 20% conversion rate be the same, but it isn't, it has
increased to around 28%. So the shorter bullet points have also pre-sold
more effectively, so the prospects likelihood of signing up has increased
As a final note, please remember that all of this is courtesy of tracking
my ads. If you don't do it, then you will struggle to make an impact
in the marketing world.
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