The Email Wars

Sure you have heard this once or twice, heck you might have even used the line yourself. But what I am so encouraged by is seeing Abercrombie & Fitch continue with a strong mix of expected, long and WIDE emails entering into this retail season. We have seen close to 16 in the past weeks and see no sign of ending, to me this means that it is working with their email subscriber base. That for me is very exciting as I am a BIG fan of the WIDE email. Now I don’t want everyone to be jumping on the WIDE band wagon (sorry for the TUESDAY IS THE BEST DAY TO SEND EMAIL CAMPAIGNS – guys it is different across lists, industries, and many other factors), but I am hoping to see a few more companies give some new ideas a try in the inbox.

One other thing it looks like is that they are learning what is working when trying these formats out. I have seen PLUS 2700 pixel wide formats (too big for Outlook) and now this one is 1550 by 700 pixels. To me that is a good sweet spot to test. The range of 1700 to 2200 pixels is kind of a good place to try and still have some good controls in place.

Other notables are the great COLOR pop in the SEXY. Love how the shift from white to red not only gives impact to the copy BUT also does the job of driving the eyes right. Notice that?

Take Away: One, Two, Three tests make the start of a good test, but constant experimentation and changes from past learnings are how a good email marketer goes from good to great. I think it is time that you move the arrow not only for yourself, but for your customers/prospects/suspects and campaigns. Hell and if you can’t do it for those reasons… do it for me and let me know about it at Twitter.com/eROI

If you have not downloaded our new guide: How To Create a Plan, Build and Optimize Your Tests – 32 Things You Can Test – you should take a look to help you plan your tests.