I’ve been able to create, troubleshoot and deploy several tests in the AT&T email space. In all cases, testing provides an opportunity for me to flex my strategic thinking and creative muscles, ultimately yielding bona fide results.
Coinciding with the recent Game of Thrones season on HBO, we designed an email test tailored for viewers to determine if more targeted content would increase engagement. We tested a BAU format with GoT imagery against an email with heavily-themed GoT copy, imagery and character information. Unfortunately, we learned that the BAU had higher engagement, but to our client’s delight, we saw a decrease in unsubscriptions by 7% (approx. 250K) in the content-heavy version.
Obviously, my Night King description was the cause!