A vendor-funded Best Buy campaign to promote the launch of the Dyson Corrale hair straightener. In addition, the Dyson Airwrap and Supersonic were also featured in the secondary section of the newsletter.
We decided to run an A/B test on this campaign to see whether incorporating customer reviews into the newsletter will have any impact on click-through rates.
This version shows all of the benefits of the Dyson Corrale in the heading copy. The subhead copy gives further context to each benefit highlighted.
We decided to take away the subhead copy, and instead add an additional banner to the newsletter of a short review from a happy customer. Our test was to see whether an unbiased customer review will have a higher impact on customer engagement than marketing copy provided by the vendor.
The email data showed us the following: