A|B Split Mass Email Campaign + Video
Client: Fidelity National Title
Designed to feature one unique aspect of a popular Fidelity Title app called “TitleForce,” the email campaign included a demo video and tested two variants of a subject line for maximum results. The email campaign was targeted to the top 60% in the email data list, based upon prior engagement levels.
Results: The open rate for this campaign was 43.9%, and the click thru rate was 4.5% Industry average is 17.7% open rate and 3.0% click-thru rate. The A|B split was conducted on the first 20%; 10% for “A” group and 10% for “B” group.
Group A: “Create A Walking Farm With Fidelity’s TitleForce App”
Results: 47.6% open rate and 3.4% click-thru rate
Group B: “Fidelity TitleForce Walking Farm – Create a Walking Farm”
Results: 41.7% open rate and a all-time-record 7.6% click-thru rate
The remaining emails were sent to the winner (Group “A”).
The conversion goal was simply to have a 6% visitor response that acknowledged the email, and/or placed an order for company services. The goal was met.
A small group of recipients from Group A were asked what they liked about the subject line. The leading part of the subject line, “Create a Walking Farm…” captured the users curiosity, and they had to further explore the solution.
Click on the image to view the webpage and watch the video.
