Earlier this year the team at Balluff had the chance to run an interesting A/B test of two email design choices. In the past, their emails focused more on their products but with this test they were able to experiment with a more fun style that showcased their benefits instead. Their audience is primarily manufacturing companies so they were unsure how they would respond to the cartoon style. Instead of relying on gut instinct, they let the numbers speak for themselves.
Email B was the winner: it had an 8% higher open rate and 16% higher click through rate!
How has Balluff used these test results? They've begun sending more emails in the fun, graphical style and they're using this as a way to differentiate themselves from their competition. Great work, team!