“Eventually, with such a lofty mix of mobile and desktop patents, it is important to optimize for both with all email artistic,” she said.
By diminishing the noise on the desktop and mobilemailing address example philippines versions by eliminating that header totally, the recital across the board substantially enhanced, Vogel explained.
Especially in mobile, she said, “people want to get to that vital message right away,” so maintaining the minimal buzz will lead them to the key message.
Results
“Who would have assumed eliminating the header would have helped us to drive change throughout all of Dell email worldwide for all of our segments or sectors, for all of our customers? It was that big of a difference just by condensing the noise,” Vogel said.
Email marketers are “always carving the next cool thing,” she said, but this campaign was about some of the fundamentals that testing can go back to.
The key takeaway, she added, is to keep the message transparent and authorize the main call-to-action to do the heavy lifting in compelling engagement.
“It also backed us to refocus on some of the basics. Most often marketers get attracted by the innovations and drift from some of the very basic prospects of successful email campaigns. We decided that it is best to influence navigational elements as more of a ‘recovery module’ that you can incorporate within your mega-footer versus taking up key real estate in the focal preview pane,” she said.
Eventually, the team at Dell was able to succeed “very notable, double-digit raises precisely incorporating this back-to-basics creative template test. I can’t carve up the definite percentage increase, but I will say it was very substantial and built the base of Dell deciding to shift their email template across the globe,” Vogel alleged.