28 February 2024 |

Email SPLIT-TEST

By Ari Murray

SPLIT-TEST THIS 

When’s the last time you sent an email without preview text? πŸ’— πŸ’™

Try it. Split-test your next send. I dare you. 

Same subject line. 

Testing:

On-brand preview text you’d usually write to accompany a drop. 

vs.

NOTHING – NO PREVIEW TEXT. Like the above ^. 

This was the only campaign email I received in the last 10 days from any brand I’m subscribed to without preview text. This stands out DRAMATICALLY in my inbox.

LOOK AT ALL OF THAT EMPTY SPACE THAT FRAMES THE MAIN MESSAGE!!

P.S. To take this 1 step further, Djerf Avenue does no preview text ONLY on launch days. (I checked my inbox). Meaning, this is working so well for them to skip the preview text that they bet their launch moments on it. And, they use it sparingly to protect those moments. Do with this info what you will! 

P.P.S. To illustrate how much this stood out in my inbox, I screenshotted the notification it was next to. MY SEPHORA ORDER WAS ABOUT TO ARRIVE. And yet, I looked at the Djerf Avenue email 1st. My eye just went there. BECAUSE IT WAS FRAMED IN IT’S OWN LITTLE SAFE SPACE BECAUSE NO SUBJECT LINE. 

P.P.S. They do this all the time. On launch days, as I mentioned above. Not always with 2 emojis. Notice though that NOW LIVE is present both times. Steal that language on your next launch email? πŸ’›


VIDEO AD CREATIVE INSPOΒ 

This ad by Fatty15 is an example of exactly HOW to use stock footage:Β 


STATIC AD CREATIVE INSPOΒ 

This ad by Rao’s is inspired. You can say you use the right ingredients, or you can show that you use the right ingredients. If you sell a CPG product, should you stand up a static like this, this week? (Yes).Β