Including a clear call to action in your ads yields better performance??? WHAT?! NO WAI MAN! GET OUT OF HERE!!!
I've said this time and time before, don't treat the average recipient like your-self. With all due respect you need to "dumb down" your recipients and give them CLEAR CTA and more then one as well. I was in a long running debate with an old mailing partner who used to yell at me for putting more then one CTA in my email drops. Therefore, as much as I love to argue I needed a solid argument to shut him up, so a ran a month long test and the results were clear, 75% of the clicks came from the top CTA than the bottom one, finally he shut-up :withstupid:
I just put pictures of Oprah and Obama and in the subject say "{Person} has sent you a personal message!" and in the body "Hello, {Person} wants to send you a personal message about {grants|diet} click here to see the message}" works everytime.
Hey baby, come on over my place and let's get it on. What? Don't be actin like you don't want some... you bring the jar of lube and I'll bring the harnesses. Yeah, that would be deceptive but you could say something that is factually true, such as "Obama encourages Americans to pursue higher education. Click here to get info about educational grants today!" and still have some moron say 'deceptive'. But as long as it falls into a legal grey area and your affiliate network is cool, shouldn't be any problems.
What I liked about this was that they tailored the CTA to the offer using specific words that tied it together. I'm guilty of not doing this. I use the same old big green 'click here' buttons I've used on LP's for years. In fact, I've been wanting to do more testing with this as I've seen a lot of cool things recently, not only from articles like this but in the emails I get every day. Animated gifs are one, a 'like' button is another as well as experimenting with the unsub CTA to cut down on that shit. I'm not a design guy, my skills with the PS Suite is better than noob level but not quite where I'd want it for this stuff as it would just take me too long to create some of this which I figure is pretty easy for a good designer. It's not groud breaking news (like DG was so nice to point out) but it's good material down here in gen pop, so I figured it worth posting. And it's nice to see some conversation about it. :top:
EPC is meh, eCPM is $$$ I am still not quite sold that it actually peformed better for the mailer. Where is the eCPM comparison? If your Call-to-Actions is super-specific you are going to get fewer clicks and they would be a lot more qualified. If you just say "Click Here", more people would click just to see WTF that was all about and of course fewer would convert. The screenshot shows a LOT fewer clicks for the high-EPC creative. The question is whether the drop sizes are comparable or not. Do not judge a campaign by EPC alone!
Yeah, eCPMs are the best overall gauge of an offer's performance since you can measure it consistently among varying offers regardless of whether they are high payout / low click or high click / low payout. Suffice it to say that you need a CTA that is tied in with the creative and not just a "click here" button or text and it should be "above the fold".
That's a very good point DG, effective tactic as well *I like* wow...who could possibly resiste that charm Kiss it :reddy: I know you wanna
That was probably why Oprah flipped her shit on me. None the less it made a shit load of money for a while ;D EDIT: NO ONE SHOULD ACTUALLY DO THAT. I NEVER DID IT EITHER >.< THE POST ABOVE IS A FICTIONAL STORY
I 100% agree with this. I seem to remember a post on WF that was a big debate on EPC vs ECPM. (Round, was that one where you told me to get you a sammich lolol) It amazes me when people aren't optimizing by eCPM. EPC is really the MOST misleading stat you can look at. I've had campaigns that look stellar with $2+ EPCs but are really backing out to a $0.20 eCPM when the list average is 3 times that. I've also had the opposite happen, especially with low payout offers. EPC is $0.20 but the eCPM is 1.50. eCPM is what you are making, on average, for every piece of mail sent. Doesn't matter what the payout is, how many opens the subject line drive, how many clicks the creative generates, etc. This is something that you can use to measure campaigns against each other regardless of the variables involved. We should probably post something about this in the Noob section. Schedule optimization can easily increase your revenue 10 - 20% overnight.
