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Although there are some key differences between direct mail and e-mail, sometimes old direct mail tricks can work wonders in the relatively new e-mail channel. Case in point: in a recent test I did with a client, we added a Johnson Box to its e-mail control. It generated a 220 percent lift in response rate! Here's a brief overview of the results, along with some tips for making a Johnson Box work for you.
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Comments
Great thought provoking article. In todays Internet climate, you need to get attention. It doesn't need to be something earth shattering, just a little change up.
What a great idea, even though I am older than the hills, I never heard of the Johnson Box and shame on me.
Darwin