One of the most frequently asked questions I get is what’s the best offer to make in my emails? What will make my email recipients click?
And the answer to that is I don’t know, BUT – I do know how to find out!
At the Deloitte Fast Track 500 awards that I attended the other week at Lords Cricket Ground I was talking to a guy who’s company was in the top 10 Fast Growing Technology Companies and we were talking about the offers that he puts in his email campaigns.
His company sells fairly small value items, around the €30 mark and he was testing what type of offer worked best, either a hard cash money off offer, or a percentage discount. His test showed that one was 8-1 times more effective but which one he asked us all. We went round the table and all put in our guess. We all went for the hard cash option, but we were wrong.
On the other hand I remember reading about a promotion that I think was Dodge auto. They ran a 50% off promotion which didn’t generate any orders. They changed the order to BOGOF (Buy One Get One Free) which is financially the same offer and were inundated with orders.
The point is you don’t know what offer will be most successful until you try and test it yourself with your own markets. What works for one business does not always work for another and my answer to anyone who asks is TEST TEST TEST. We’ve made it easy to test in dotMailer to encourage our customers to find out what does work best.
I suggest you do the same.