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Brief: To create an A/B tested email campaign promoting African Business’s upcoming events series with each email promoting the same events, but with copy that was decidedly different in style and tone of voice to see which one performed better with our audience.
Creative Process: I firstly drafted the body of the email that would be the same for both emails, including the engaging event copy, the call to actions, and the necessary information on timings and locations of events.
I then drafted the information in the opening message that I would want reflected in both (e.g., African Business’s upcoming calendar of must-attend events).
I then considered the format, medium, and objective of my copy and adjusted the tone using a variety of techniques including word choice, sentence length, punctuation, and rhetorical devices to ensure that the openings were markedly different.
Email 1 holds a more formal tone and explores the range of our events and entices the reader to join with direct and engaging language.
Email 2 is briefer and more to-the-point, offering the same information and enticement but in fewer words in an opening that lends itself better to skim reading.
Success: Both emails enjoyed an open rate and click through rate that was above the industry average. Email 1 performed slightly better than Email 2 (an open rate of 23.47% versus 21.97% and a click-through rate of 1.24% versus 0.81%).
From this A/B test, I learnt more about the style of communications that my audience prefers, allowing me to tailor my copy and content to suit their preferences going forward.
