We recently had an experience that serves to illustrate the situation described above. The context is that of a reactivation email that proposed to inactive users either to “unsubscribe” or to “confirm their subscription”. In this sense, the objective we were pursuing was interaction in one direction or another.
The starting point was to carry out a test with the two versions of the message:
A unique message to confirm your subscription or unsubscribe: Confirm your subscription
A message in which the confirmation of the subscription vietnam business email list was encouraged by a 10% discount on the next reservation. Confirm your subscription and get a 10% discount on your next reservation (note that we added, to the “confirmation” element, the “purchase” element)
The results we obtained were the following: As we can see in the graph, the “direct” version (Confirm your subscription) obtained better results in all the metrics analyzed except for the % of reactivated users. The data shows that the incentive caused more users to click on the subscription confirmation among all the clickers. However, when analyzing the absolute data and the final interaction ratio (which includes both unsubscriptions and subscription confirmations), the success of the “direct” version became clear. In other words, for the same number of messages sent, more subscription confirmations and unsubscriptions were obtained in the direct version than in the one offering the 10% discount. This case is interesting insofar as it highlights how the same message can be interpreted differently depending on how it is presented, and reinforces the idea that univocal and direct messages are more effective when it comes to moving the user to action.
