How Cannadips Optimised Marketing Automation with Emotional Content

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Using Emotions to Drive Conversions

Optimisation often focuses on tangible changes like enhancing specific emails, tweaking automation timing, or adjusting send times. But have you considered using emotions to drive conversions? It’s not a typical approach, yet it can yield surprising results.

The Problem: Improving an Abandoned Browse Program

Cannadips partnered with Holistic Marketing to optimize their email marketing strategies. Their existing abandoned browse and basket programs were well-designed to recover lost sales, but the abandoned browse program hadn’t been reviewed since its implementation.

Identifying Optimisation Opportunities

After reviewing Cannadips’ acquisition, conversion, and retention tactics, we realized that while the structure of their abandoned browse program was solid, there was room for improvement in effectiveness. This led us to take an unconventional approach to optimization.

The Tactic: Testing Covert vs. Overt Messaging

Traditional email optimization focuses on factors like design, timing, and frequency. However, we decided to test an underexplored lever: messaging style.

What is Covert vs. Overt Messaging?

• Covert Messaging: Subtle, indirect communication.
• Overt Messaging: Direct, upfront communication.

We hypothesized that overt messaging in subject lines could encourage subscribers to convert more quickly compared to covert messaging.

Subject Line Examples

The Results: Significant Gains from Overt Messaging

At first glance, the results seemed similar. Both tests produced comparable open and click rates. However, when analyzed for statistical significance (SS), the overt messaging emerged as the clear winner.

Key Metrics:

Conclusion: Lessons Learned from Emotional Messaging

This case study highlights the importance of going beyond surface-level optimizations. Testing emotional elements, like messaging style, can uncover impactful opportunities for growth.

Key Takeaways:

1. Focus on the Right Success Metrics: Use metrics that map directly to your program’s objectives, like conversion rates for revenue-driving campaigns.
2. Leverage Statistical Significance: Ensure your test results are valid before making changes.
3. Experiment with Messaging Styles: Don’t overlook subtle elements like language tone when optimizing your campaigns.