We recently tested two emails to recruit for a survey we’re doing. Which one do you think performed better?
Email A: Generic Offer
Email B: ‘Story’ Based Offer
In email A, we used a generic offer (Fill out this survey for a chance to win a Macbook Air). In email B, we added some back-story (you could win Jason’s Macbook Air). Jason is a well known guy in our industry, and a somewhat polarizing figure.
So what happened?
Email B crushed email A — over 3:1. Although the open rate was about the same, the click-through rate on email B was 1.27% versus .37%.
Story sells. And with this simple A/B test behind us, we’re continuing the ‘take Jason’s laptop’ story throughout the rest of our recruitment.
And as of right now, we have nearly 1,100 survey responses with a full month left until we close it down. I’m betting we hit our goal of 2,012.