I’ve always loved this quote:
“Brevity is the soul of wit.” – William Shakespeare
To me, its beauty rests in the powerful meaning packed in six simple words. Brevity can also be used as a tool to aid your marketing, as I discovered from a recent email experiment.
But first, a little more detail about the experiment.
Background: A global producer of high-quality audio equipment and accessories.
Goal: To increase clickthrough rates in an email.
Research Question: Which email will generate the highest clickthrough rate?
Test Design: A/B multifactor, radical redesign split test