Flash (Sale) AAAHHH!!
Part of me feels like, since I revealed my obsession with song lyrics in my first entry, I can't keep using it anymore—like that old magician's rule. But oh well, I found myself way too amused when I came up with this title so I'm going to get past that.
Today I've got just a quick A/B test result from a (wait for it ... you'll be shocked ...) flash sale (gasp!) I did this past summer for our Direct Marketing IQ Bookstore.
We wanted to offer a 24-hour flash sale on some of our popular titles, but the question was how to get the most out of the offer. Would we get a better response by offering a discount on specific titles, or would it work better to simply toss out the discount code and give recipients free reign on what to use it for?
When in doubt, hit the split. We created two very similar HTML promotions, both promoting the flash sale for the same 24-hour period. We gave both the same subject line: "24-HOUR FLASH SALE—The countdown is on!" And of course, each version was deployed at the same time.
Email A offered the discount for three specific titles belonging to the same Boosting Direct Mail Response series. Email B gave a code which could be used on any title in the store produced by Direct Marketing IQ. The coupon codes themselves were slightly different for easy tracking of which email had prompted the purchase.
Any guesses as to which would be the bigger hit?
Get your guesses in now ...
Drumroll, please ...
- Email A's click rate was 1.2 percent; Email B's was 0.7 percent.
- Email A earned more than double the number of items sold than Email B.
- Those sales amounted to Email A bringing in a grand total of $380.77 more than Email B over the 24 hour period.
So, there you have it. Based on these results, folks are much more likely to act immediately on a sale if the options are narrowed down and laid out for them plainly. It's a test I'd like to try a few more times, but the difference in numbers was pretty significant this time around.