The Dutch ESP MeasureMail and their partner Admitter took the initiative to organize an email campaign to raise funds to help the victims of the earthquake in Haiti.

In order to improve the effectiveness of the campaign MeasureMail used the real time optimization technology of 8Seconds to find out which content would generate the highest Click Through.

For each of the 2 most important images in the email, the header and the body image, 4 different alternatives were created.

Header:	Translation: Help victims earthquake Haiti
Body Image:

The process

In total 16 different versions were sent out. Behind the scenes 8Seconds measured on the fly which version generated the highest conversion rates and automatically adapted the email so that the best version of the email was shown to the remaining readers.

The results

And the results were stunning!
These are the 2 images that increased Click Through by 100% !

Header:	Translation: Support the victims in Haiti
Body Image:

We have reported already in previous blog post that adding arrows on buttons always increases Click Trough. But also the call to action itself, focusing more on the victims then on the earthquake seems to work better.

And the additional button on the body image is of course a simple trick to increase the possibility for conversion. The higher the number of opportunities that you create to trigger your readers, the better.