| How 20 Words Generate a 220 Percent Lift in Response
Here's a brief overview of the results, along with some tips for making a Johnson Box work for you. Overview of the Test and Results The test was performed using an A/B split of the client's house e-mail list. One group received the control creative, a text-look letter; the second group received a test version of the control, which included a Johnson Box at the top. Everything else about the two creatives, including the sender address and subject line, were the same. This allowed us to get a clear read on the Johnson Box's effect on response. The goal of the e-mail was lead generation. When you do lead generation, it's important to look not only at the number of leads you receive but also at the leads' quality. Unqualified leads waste time. The test version generated more than three times as many leads as the control version, resulting in a 220 percent lift in the total number of leads generated.
Knack for knickknacks
You could call Daniel Weaver a committed entrepreneur. Or you could say he should have been committed for trying to stay an entrepreneur. Until the Internet rescued him from near ruin, helping him resurrect his troubled company, Airtime Corp., Weaver's business life could best have been described as disastrous. "I knew I failed, but I didn't want to keep failing," Weaver, 40, said over coffee at Airtime's Hainesport warehouse. The warehouse holds cases and cases of bandanas - paisleys, American flags, skulls and crossbones, tie-dyed, corporately named, flowered - stacked at least 12 feet high. The Burlington County company's name is left over from his earlier nightmare. Now the company is the corporate parent of Bandana.com and WholesaleForEveryone.com, an amalgam that sells, via the Internet, 10,000 bandanas a week, laser pointers, cell-phone batteries and NFL lunchboxes, among other products.
Retail sales rising
Business was booming for North Dakota retailers going into the final shopping weekend of the holidays.Mike Rud, with the North Dakota Retailers Association, said North Dakota has been pretty well insulated from any downward buying trends associated with high energy costs and weather."Good news for the retailer, good news for the economy, good news for North Dakota,"Rud said.Retailers in the state had projected a moderate 2 percent to 4 percent increase in sales over last year; Rud said many are now anticipating pushing beyond that."Everyone's pretty confident that we'll hit the 4 percent and then some,"Rud said.Paul Kautzmann, manager of Target at Kirkwood, said the season has been steadier than normal."We also had a great Black Friday, so it started really well,"he said. "Usually the week after that, it slows down.
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