A new case study by MarketingSherpa says adding a search and add-to-cart button can improve response rates. Powell’s Books, who tested this out, found that 30.8% of the newsletter-generated revenue now comes from consumers who click on these new buttons.

Interestingly enough, Powell’s was reluctant to try these features in their email as 1) concerned the email might be perceived as too much of a hard sell and 2) Not a lot of other retailers have used this technique.

It all goes back to the power of testing… Email testing is easy and can provide amazing results, there’s really no reason you shouldn’t be testing regularly!

Read the full case study (Open access until July 24)

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