Marketers tend to limit A/B testing for email to subject lines, sender names, and CTA placement/text. But, that approach may be short sighted. According to Kissmetrics’s new infographic, 92.6 percent of people say that visual dimension is the biggest influencer in their purchase decisions. Color, in particular, majorly affects conversions, which is why smart marketers have begun A/B testing color schemes in their email campaigns.
Why Should You Care About Color?
Most people make a subconscious decision about the value and desirability of a particular product in about a minute and a half. Color affects as much as 90 percent of that decision. One study found that recognition and recall was 26 percent higher for a full-color ad versus the same ad in black and white. As it turns out, color has a huge psychological impact on how people interact with marketing materials.
Consider these case studies:
- By simply changing the color of their CTA button from green to red, Performable increased conversions by 21 percent.
- Ript saw a 6.3 percent increase in sales when they switched their CTA from green to yellow.
- When Heinz switched the color of its ketchup from red to green, ketchup sales shot up more than $23 million, with 10 million bottles sold in just seven months.
Interestingly, color affects men and women differently. While men tend to prefer blue, green, and black, women respond best to blue, green, and purple. Orange and brown turn off both sexes.
What Does This Mean for Email Marketing?
Email offers marketers deep insights into the right target audience for a particular campaign. It's one of email's many advantages. Why not learn more about color preferences, when it’s proven to hold so much power in consumer decisions? Think about this:
An email campaign targets 1,000 dermatologists; 40 percent are male and 60 percent are female. Testing two sets of creative designs with different color schemes for women and men could yield actionable data to improve current and future deployments. Did the green CTA perform better with men or women? Were there higher click-through rates among women when an orange CTA was replaced with a blue one?
This data could be used to create two versions of the same email campaign: one optimized for men and one optimized for women.
Thinking Outside the Box
Healthcare marketers are always looking for new angles and ways to move the ROI needle even a point or two. Adding color to the testing dynamic and applying it to discreet elements of a marketing campaign will impact the response rate dramatically. While a particular brand's color scheme is a fixed variable in any campaign, many colors can be tweaked and tested on CTA buttons, landing pages, and microsite layouts to optimize for conversions.