Early Email #005: Orange Button Bad

Hey there 👋

Do you remember that infamous orange button?

The "best practice" optimization experts recommended?

Let's unpack them best practices, shall we?

Best practices, best shmractices

Best practices—do this, do that! They're proven to work!

And it's true, they do work... for the company that developed them, that is.

They are successful solutions to specific problems for specific companies. So applying them to your business doesn't guarantee anything.

...BUT that doesn't mean you shouldn't look at them either.

Best practices are great starting points, especially if you've never tested or optimized before.

HOW TO APPLY: How I use best practices to optimize emails

Hypothesis: "If I shorten the subject line, then my open rate would improve..."

1. Research: "Recommended number of characters for subject lines."

2. Find solution(s) from trusted sources: "Emails with subject lines that have X characters show high open rates."

3. Craft subject lines that follow the best practice. Run tests and collect data.

4. Look at data and start forming more hypotheses based on results specific to my company.

"After A/B testing for X weeks, we found that longer subject lines have Y% better open rates compared to shorter ones. So for the next test, I'll do Z."

Then go from there!

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Next week, we're talking A/B Testing whuuut.

Happy Emailing, 

Kat

 
P.S. I'm off to the movies today. What are you up to this weekend? Let me know! Hit reply. I read and reply to each one.