Email & Copy Samples
Overcoming Compliance and Deliverability Challenges
in the Payday Lending Vertical.
Develop and implement a comprehensive email and SMS marketing strategy for a payday lending company that navigates strict compliance requirements and ensures deliverability while effectively promoting the company's services and driving customer engagement.
Diligent A/B testing to bypass spam filters from email service providers and mobile carriers to improve deliverability and user engagement, ultimately resulting in more effective customer-facing communication.
Email & SMS Platform Used:
AWS Pinpoint
Method of Measurement:
Pearson's Chi-Squared Test of Independence
Some Examples:
Hypothesis:
Link location will impact delivery rates due to carrier SPAM filters.
Variant A:
Link in the middle of the SMS.
Variant B:
Link at the end of the SMS.
KPI:
SPAM
Other Formats:
Experiment with multiple links in the message or URL names.
Winner:
🤫 😉
Hypothesis:
Addressing customers by their name will improve response rate.
Variant A:
Hey [Name]! Short on cash?
Variant B:
Hey! Short on cash?
KPI:
Clicks
Other Formats:
Experiment with the location of the customer's name in the copy.
Winner:
🤫 😉
Hypothesis:
Using emojis will increase user engagement.
Variant A:
Short on cash? 💰
Variant B:
Short on cash?
KPI:
Clicks
Other Formats:
Replacing words with emojis. Number of emojis used in a message.
Winner:
🤫 😉
Hypothesis:
The use of spam words will result in less deliverability.
Variant A:
Spam Words.
Variant B:
No Spam Words.
KPI:
SPAM
Other Formats:
Density of SPAM word useage: High, Medium, Low.
Winner:
🤫 😉
Hypothesis:
Sending during off peak hours will result in better engagement.
Variant A:
Peak Hours
Variant B:
Off Peak Hours
KPI:
Clicks
Other Formats:
Segment by time zone to see if there are variations based on geography.
Winner:
🤫 😉
Hypothesis:
Using a CTA lead in to the link will result in more clicks.
Variant A:
Short on cash? [CTA]: [LINK].
Variant B:
Short on cash? [LINK].
KPI:
Clicks
Other Formats:
Varying the style and tone of the CTA to determine the most effective approach.
Winner:
🤫 😉
