Enjoyed this article?
Take part in the discussion
Related blog/content
AI and SGE are a long-overdue wakeup call for B2B SEO
Even before AI and Google SGE came gunning for everyone’s search traffic, B2B was struggling with SEO. Despite endless effort, lots of pages languish in…
Joe Strugs | 13. 03. 2024
Why teamwork solves the B2B SEO malaise
What’s the secret of B2B SEO? Some say volume. Others say clusters. We say it’s collaboration. Find out why we’re right.
Stan Woods | 05. 03. 2024
Performance Branding: why strategy and data must work together to drive pipeline
With B2B growth faltering, sugar rush leads & sales activation campaigns don’t deliver. See the importance of performant brand building under a central…
Stan Woods | 27. 02. 2024
Comments
Dennis Moons November 5th, 2010
Interesting results!
I had a very similar experiment with text vs HTML emails, wrote it up at http://www.dirtyhandsmarketing.com/2010/05/effectiveness-of-text-e-mails-in-b2b.html
In both our cases it is indeed a bit of a mess. There is no clear A/B testing of the same e-mail in text and HTML form.
But it offers a direction to think in. One of the possible explanations I came up with was the forwardability of the e-mail. Apparently people in our list weren’t the decision makers themselves. And while the HTML stopped there, the text version got forwarded to the person responsible for the buying decisions.
Doug Kessler November 6th, 2010
Thanks Dennis.
Looks like our evidence supports your earlier post.
I hadn’t thought of forwardabaility but that does make sense.
Also, the different subject lines clouds things even further.
Still, there’s something going on here…