Hey everyone. My name’s Cory Baldwin and I’m the Content Director here at The MB3 Empire. If you’re reading this, then you’ve probably been around here for a minute and have, more than likely, received an email from me.

Over at our store, 19th, we have a good amount of niches that we cover and they all get individual emails every week. This comes out to around fifteen unique emails that are sent out to our current buyers on a weekly basis.

This week was a fun one for me because I have finally done enough split testing to really analyze what does and doesn’t work. I’m not done with my split testing (and never will be), but I’m starting to feel confident with my emails.

If I went into full detail, this could turn into a couple-thousand word case study, so I’ll give you the highlights!

The first thing I learned is that at the base of everything, it doesn’t matter what you write. If the consumer likes your product, they’re going to buy your product. As long as you’re putting effort into the email, you’re on the right track. However, there are some good ways to make it look pretty.

My favorite thing to test (for no particular reason) was whether the color of the product’s URL influenced whether the consumer would click through more. My constant variable was a blue URL. In every split test, one was blue and the other was a different color of my random choosing (i.e. red, purple, yellow, green). 
While a couple products had consumers who favored the colored URLs, the majority garnered more clicks from the standard blue URL. There were a couple exceptions that I found interesting.

We have a Jurassic Park shirt in our Graduation collection. It’s a black shirt with a red outline of a dinosaur from the movie. I randomly decided to test a red URL with this product and it received twice as many click-throughs than the blue URL. The color of the URL matched the theme of the shirt.

This happened again with a black and green turtle shirt. The green URL beat out the blue URL. I’m going to test this next week to see if this was just a lucky test or if it actually has any merit.

I tested a list of other things as well, but they all get subjective depending on who your audience is. My main takeaway is that you need to find your audience and cater to them as best as you can. Start to split test and note what they like. If it’s anything like my experience, you should see a gradual shift in content from your first email to your later ones.


Cory Baldwin


UPDATE: I recently took out all of the pictures, buttons, and glamour in my emails. All that’s left is text greeting the consumer and briefly explaining the product as well as a link to the product. There isn’t even a product image. This helps. I’ve seen a slight boost in the number of opens and a significant increase in the number of link clicks. I was determined to win them over with creativity and learned that I just need to be simple. So it goes.