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Success for DVDPost: email optimization increased conversion by 62%

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DVDPost, an online DVD rental company, increased conversion by 62% using 8Seconds Optimizer.

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The challenge

To promote the DVD service, an email campaign was sent to 75000 addresses. The promotion included a welcome offer of 6 free rentals. The challenge was to increase the online subscriptions to the DVD rental service by adapting the content of the email to the recipient’s preferences.

The optimization campaign

DVDPost created different header images and calls to action and wondered which combination of images would maximize the response rate of the campaign.

Headers

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Calls to action

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8Seconds Optimizer showed different header images and calls to action to the recipients that first opened the email and measured statistically and in real time which combination of images was most successful in terms of conversion. As soon as the images that generate the most click-through was found, 8Seconds Optimizer showed this optimal email to all next recipients.

Results

And the winner was (increase of conversion: 62%) …

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Conclusion

  • As we’ve also seen in previous optimization campaigns, showing images of the products worked best.
  • Adding some key information upfront (in the header image), increases click-through.
  • Recipients are more likely to click on a button that includes an arrow (to make it obvious were to click) and the magic word ‘free‘ . Also see our blog regarding calls to action.
  • Real time multivariate testing of email campaigns allows to adapt the content to the recipients’ preferences and maximizes the response rate of email campaigns.

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