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Author: Dan Bond

Stacking emails for success

Why you should test the layout of your emails

Think about the last time you visited the supermarket. Did you just pop-in to grab something? Or go in with a long shopping list?

Either way, there’s a good chance you came out with something you didn’t intend to buy. That beer you like that was on special offer. A chocolate bar from near the till.

Of course, supermarkets are deliberately designed to entice you into making impulse purchases. From the floor layout, right down to the placement of items on the shelves.

Supermarket planning is handled by experts with a solid understanding of psychology and consumer behaviour. Different layouts have been tried over time to find out what works best.

But it isn’t just in the physical world that you can experiment with layouts to improve success rates. If you regularly send email newsletters to your contacts there are some great opportunities to test the layout of your content.