{"id":203269,"date":"2025-12-15T19:43:27","date_gmt":"2025-12-15T18:43:27","guid":{"rendered":"https:\/\/spotler.com\/?post_type=guides&#038;p=203269"},"modified":"2025-12-15T19:44:42","modified_gmt":"2025-12-15T18:44:42","slug":"the-great-british-split-test-2025","status":"publish","type":"guides","link":"https:\/\/spotler.com\/en-gb\/guides\/the-great-british-split-test-2025","title":{"rendered":"The Great British Split Test 2025"},"content":{"rendered":"<div class=\"wp-block-cover\"><img loading=\"lazy\" decoding=\"async\" width=\"770\" height=\"400\" class=\"wp-block-cover__image-background wp-image-203324 size-full\" alt=\"\" src=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-header.webp\" data-object-fit=\"cover\" srcset=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-header.webp 770w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-header-300x156.webp 300w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-header-768x399.webp 768w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-header-767x398.webp 767w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-header-366x190.webp 366w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-header-44x23.webp 44w\" sizes=\"auto, (max-width: 770px) 100vw, 770px\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-dark-blue-background-color has-background-dim-60 has-background-dim\"><\/span><\/p>\n<div class=\"wp-block-cover__inner-container is-layout-constrained wp-block-cover-is-layout-constrained\">\n<h1 class=\"wp-block-heading has-text-align-center has-pale-pink-color has-text-color has-link-color has-large-font-size wp-elements-795fc3ed944904a0762a66c4883ae361\" id=\"the-great-british-split-test-2025\">The Great British Split Test 2025<\/h1>\n<\/div>\n<\/div>\n<p><strong>Welcome to the Great British Split Test 2025. Using our own <a href=\"https:\/\/spotler.com\/en-gb\/mailplus\" data-type=\"page\" data-id=\"78387\">Mail+ platform<\/a>, we\u2019ve spent 9 months investigating ways to make our marketing emails more effective than ever.<\/strong><\/p>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\" id=\"what-is-the-great-british-split-test\">What is the Great British Split Test?<\/h2>\n<p>The Great British Split Test is our research exercise where we choose several elements of an email and see whether we can improve the Click-Through Rate with small tweaks.<\/p>\n<p>You can explore our previous results here:<\/p>\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/resources.spotler.co.uk\/The-Great-Split-Test-Experiment-2018.pdf\" target=\"_blank\" data-type=\"link\" data-id=\"https:\/\/resources.spotler.co.uk\/The-Great-Split-Test-Experiment-2018.pdf\" rel=\"noreferrer noopener\">2018<\/a><\/li>\n<li><a href=\"https:\/\/resources.spotler.co.uk\/GreatBritishSplitTest2022.pdf\" target=\"_blank\" rel=\"noopener\">2022<\/a><\/li>\n<li><a href=\"https:\/\/resources.spotler.co.uk\/spotler-great-british-split-test-2023.pdf\" target=\"_blank\" rel=\"noopener\">2023<\/a><\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"why-do-we-run-it\">Why do we run it?<\/h3>\n<p>It\u2019s fashionable to say that split testing is dead, that \u201cbig data\u201d means that you should now be delivering 1-on-1 emails to every single member of your email list.<\/p>\n<p>Well, we disagree.<\/p>\n<p>Simply put, improving the Click-Through Rate of these emails by 0.1% is worth roughly \u00a31000 of revenue per campaign. Little tweaks can have a big impact!<\/p>\n<p>If nothing else, we\u2019re standing up for all the marketers out there who don\u2019t have the time or tools to get that fine-grained with their data, but are still under pressure to deliver better results faster than ever before.<\/p>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\" id=\"what-did-we-test-this-year\">What did we test this year?<\/h2>\n<figure class=\"wp-block-table\">\n<table class=\"has-fixed-layout\">\n<tbody>\n<tr>\n<td style=\"background-color: #002a4d; color: #ffffff; font-weight: bold; border: 1px solid #002a4d\" width=\"34%\">Test Type<\/td>\n<td style=\"background-color: #002a4d; color: #ffffff; font-weight: bold; border: 1px solid #002a4d\" width=\"66%\">Test<\/td>\n<\/tr>\n<tr>\n<td style=\"background-color: #e6f6fc;\">Subject line<\/td>\n<td style=\"background-color: #e6f6fc;\">Single Word vs standard subject line<\/td>\n<\/tr>\n<tr>\n<td style=\"background-color: #e6f6fc;\">Subject line<\/td>\n<td style=\"background-color: #e6f6fc;\">Teaser vs. Direct subject line<\/td>\n<\/tr>\n<tr>\n<td>Snippet<\/td>\n<td>Emoji only vs. Generic snippet<\/td>\n<\/tr>\n<tr>\n<td>Snippet<\/td>\n<td>AI written vs. Human written snippet<\/td>\n<\/tr>\n<tr>\n<td>Snippet<\/td>\n<td>All Caps vs normal snippet<\/td>\n<\/tr>\n<tr>\n<td style=\"background-color: #e6f6fc;\">Layout<\/td>\n<td style=\"background-color: #e6f6fc;\">Link Colour &#8211; Google Blue vs. red<\/td>\n<\/tr>\n<tr>\n<td style=\"background-color: #e6f6fc;\">Layout<\/td>\n<td style=\"background-color: #e6f6fc;\">Left aligned vs. right aligned<\/td>\n<\/tr>\n<tr>\n<td style=\"background-color: #e6f6fc;\">Layout<\/td>\n<td style=\"background-color: #e6f6fc;\">CTA above Salutation vs Below<\/td>\n<\/tr>\n<tr>\n<td style=\"background-color: #e6f6fc;\">Layout<\/td>\n<td style=\"background-color: #e6f6fc;\">Standard Copy vs Minimalist<\/td>\n<\/tr>\n<tr>\n<td style=\"background-color: #e6f6fc;\">Layout<\/td>\n<td style=\"background-color: #e6f6fc;\">Prod Image vs People Image<\/td>\n<\/tr>\n<tr>\n<td style=\"background-color: #e6f6fc;\">Layout<\/td>\n<td style=\"background-color: #e6f6fc;\">Text vs HTML<\/td>\n<\/tr>\n<tr>\n<td style=\"background-color: #e6f6fc;\">Layout<\/td>\n<td style=\"background-color: #e6f6fc;\">Single column design vs Two column design<\/td>\n<\/tr>\n<tr>\n<td>Time and Date<\/td>\n<td>AM vs PM<\/td>\n<\/tr>\n<tr>\n<td>Time and Date<\/td>\n<td>9-5 vs Outside 9-5<\/td>\n<\/tr>\n<tr>\n<td>Time and Date<\/td>\n<td>Monday\/Wednesday\/Friday vs. Tuesday\/Thursday<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\" id=\"audience-method\">Audience &amp; method<\/h2>\n<p>Our \u201clab\u201d was our regular calendar of email campaigns, including monthly newsletters, direct new business sales messages and cross-sells to our existing customers.<\/p>\n<p>In total this covered 200 campaigns, with an average audience of around 11,000 people.<\/p>\n<h4 class=\"wp-block-heading has-red-color has-text-color has-link-color wp-elements-9b9607254a8782509458a5c07984c44b\" id=\"a-word-of-warning\">A word of warning<\/h4>\n<p>It\u2019s important to remember that a Split test does <em>not<\/em> ask people which of 2 versions they prefer. Half of the audience receive each version, and whichever version earns more clicks is declared the winner. As the split is random, we consider the results to accurately represent the audience as a whole.<\/p>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\" id=\"results\">Results<\/h2>\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<figure class=\"wp-block-table\">\n<table class=\"has-fixed-layout\">\n<tbody>\n<tr>\n<td style=\"background-color: #002a4d; color: #ffffff; font-weight: bold; border: 1px solid #002a4d\" width=\"25%\">Test Type<\/td>\n<td style=\"background-color: #002a4d; color: #ffffff; font-weight: bold; border: 1px solid #002a4d\" width=\"50%\">Test<\/td>\n<td style=\"background-color: #002a4d; color: #ffffff; font-weight: bold; border: 1px solid #002a4d\" width=\"25%\">Winner<\/td>\n<\/tr>\n<tr>\n<td style=\"background-color: #e6f6fc;\">Subject line<\/td>\n<td style=\"background-color: #e6f6fc;\">Single Word vs standard subject line<\/td>\n<td style=\"background-color: #e6f6fc;\">Single Word<\/td>\n<\/tr>\n<tr>\n<td style=\"background-color: #e6f6fc;\">Subject line<\/td>\n<td style=\"background-color: #e6f6fc;\">Teaser vs. Direct subject line<\/td>\n<td style=\"background-color: #e6f6fc;\">Teaser<\/td>\n<\/tr>\n<tr>\n<td>Snippet<\/td>\n<td>Emoji only vs. Generic snippet<\/td>\n<td>Emoji<\/td>\n<\/tr>\n<tr>\n<td>Snippet<\/td>\n<td>AI written vs. Human written snippet<\/td>\n<td>Human<\/td>\n<\/tr>\n<tr>\n<td>Snippet<\/td>\n<td>All Caps vs normal snippet<\/td>\n<td>Normal<\/td>\n<\/tr>\n<tr>\n<td style=\"background-color: #e6f6fc;\">Layout<\/td>\n<td style=\"background-color: #e6f6fc;\">Link Colour &#8211; Google Blue vs. red<\/td>\n<td style=\"background-color: #e6f6fc;\">Blue<\/td>\n<\/tr>\n<tr>\n<td style=\"background-color: #e6f6fc;\">Layout<\/td>\n<td style=\"background-color: #e6f6fc;\">Left aligned vs. right aligned<\/td>\n<td style=\"background-color: #e6f6fc;\">Left<\/td>\n<\/tr>\n<tr>\n<td style=\"background-color: #e6f6fc;\">Layout<\/td>\n<td style=\"background-color: #e6f6fc;\">CTA above Salutation vs Below<\/td>\n<td style=\"background-color: #e6f6fc;\">CTA Above<\/td>\n<\/tr>\n<tr>\n<td style=\"background-color: #e6f6fc;\">Layout<\/td>\n<td style=\"background-color: #e6f6fc;\">Standard Copy vs Minimalist<\/td>\n<td style=\"background-color: #e6f6fc;\">Minimalist<\/td>\n<\/tr>\n<tr>\n<td style=\"background-color: #e6f6fc;\">Layout<\/td>\n<td style=\"background-color: #e6f6fc;\">Prod Image vs People Image<\/td>\n<td style=\"background-color: #e6f6fc;\">People<\/td>\n<\/tr>\n<tr>\n<td style=\"background-color: #e6f6fc;\">Layout<\/td>\n<td style=\"background-color: #e6f6fc;\">Text vs HTML<\/td>\n<td style=\"background-color: #e6f6fc;\">HTML<\/td>\n<\/tr>\n<tr>\n<td style=\"background-color: #e6f6fc;\">Layout<\/td>\n<td style=\"background-color: #e6f6fc;\">Single column design vs Two column design<\/td>\n<td style=\"background-color: #e6f6fc;\">Two Column<\/td>\n<\/tr>\n<tr>\n<td>Time and Date<\/td>\n<td>Mon\/Weds\/Fri vs Tues\/Thurs<\/td>\n<td>Mon\/Weds\/Fri<\/td>\n<\/tr>\n<tr>\n<td>Time and Date<\/td>\n<td>AM vs PM<\/td>\n<td>AM<\/td>\n<\/tr>\n<tr>\n<td>Time and Date<\/td>\n<td>9-5 vs Outside 9-5<\/td>\n<td>9-5<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h3 class=\"wp-block-heading\" id=\"subject-line-tests\">Subject line tests<\/h3>\n<h4 class=\"wp-block-heading\" id=\"single-word-vs-standard-subject-line\">Single Word vs Standard Subject Line<\/h4>\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<figure class=\"wp-block-table\">\n<table class=\"has-fixed-layout\">\n<tbody>\n<tr>\n<td style=\"background-color: #23afe6; color: #ffffff; font-weight: bold; border: 1px solid #002a4d\">Single Word subject line<\/td>\n<td style=\"background-color: #23afe6; color: #ffffff; font-weight: bold; border: 1px solid #002a4d\">Standard subject line<\/td>\n<\/tr>\n<tr>\n<td>Connect<\/td>\n<td>Don\u2019t just automate. Connect.<\/td>\n<\/tr>\n<tr>\n<td>\u267b\ufe0f Sustainability<\/td>\n<td>\u267b\ufe0f Sustainable marketing is a hot topic for 2025<\/td>\n<\/tr>\n<tr>\n<td>Disconnect<\/td>\n<td>Why your campaigns aren\u2019t landing like they used to<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n<p>\ud83c\udfc6 Winner: <strong>Single Word<\/strong><br \/>\u2696\ufe0f Average Difference: <strong>0.39%<\/strong><\/p>\n<p>Most of the discussion around subject line length focuses on maximum, as mobile devices account for an ever-larger percentage of opens. So we went short instead!<\/p>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h4 class=\"wp-block-heading\" id=\"teaser-vs-direct-subject-line\">Teaser vs. Direct Subject Line<\/h4>\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<figure class=\"wp-block-table\">\n<table class=\"has-fixed-layout\">\n<tbody>\n<tr>\n<td style=\"background-color: #23afe6; color: #ffffff; font-weight: bold; border: 1px solid #002a4d\">Direct subject line<\/td>\n<td style=\"background-color: #23afe6; color: #ffffff; font-weight: bold; border: 1px solid #002a4d\">Teaser subject line<\/td>\n<\/tr>\n<tr>\n<td>\ud83d\udecd\ufe0f Shopify store gearing up for Black Friday?<\/td>\n<td>\ud83d\udecd\ufe0f A quick edge before the chaos begins<\/td>\n<\/tr>\n<tr>\n<td>Turn CRM clutter into campaign clarity<\/td>\n<td>What your CRM isn\u2019t telling you (yet)<\/td>\n<\/tr>\n<tr>\n<td>Personalisation at scale<\/td>\n<td>They opened it. Because it was meant for them.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n<p>\ud83c\udfc6 Winner: <strong>Teaser<\/strong><br \/>\u2696\ufe0f Average Difference: <strong>0.04%<\/strong><\/p>\n<p>Do you like surprise presents for Christmas? &nbsp;My wife doesn\u2019t. She asks for what she wants, and I buy it.<\/p>\n<p>But I still wrap it up. The human brain is wired to appreciate a bit of a mystery or a puzzle. By making the reader pause for a second, you grab their attention. But you don\u2019t want to be too clever; your audience will receive something like 147 emails a day, so they won\u2019t devote many seconds to each one.<\/p>\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h3 class=\"wp-block-heading\" id=\"snippet-tests\">Snippet tests<\/h3>\n<h4 class=\"wp-block-heading\" id=\"emoji-only-vs-generic-snippet\">Emoji only vs. Generic snippet<\/h4>\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<figure class=\"wp-block-table\">\n<table class=\"has-fixed-layout\">\n<tbody>\n<tr>\n<td style=\"background-color: #23afe6; color: #ffffff; font-weight: bold; border: 1px solid #002a4d\">Emoji-Only snippet<\/td>\n<td style=\"background-color: #23afe6; color: #ffffff; font-weight: bold; border: 1px solid #002a4d\">Generic snippet<\/td>\n<\/tr>\n<tr>\n<td>\ud83d\udefb \ud83d\ude9b \ud83d\ude9a \ud83d\udd00 \ud83d\ude48 \ud83d\udd00 \ud83d\udce7\u2795<\/td>\n<td>RHA made the switch from Mailchimp<\/td>\n<\/tr>\n<tr>\n<td>\ud83d\udcbb\ud83e\udd1d\ud83d\udce7\u2795<\/td>\n<td>The ESP trusted by NetSuite themselves<\/td>\n<\/tr>\n<tr>\n<td>\ud83d\udcc8 \u274c \ud83d\udcbc \ud83e\udd1d \ud83d\udcb0<\/td>\n<td>Fewer spreadsheets, more selling<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n<p>\ud83c\udfc6 Winner: <strong>Emoji-Only<\/strong><br \/>\u2696\ufe0f Average Difference: <strong>0.32%<\/strong><\/p>\n<p>When we\u2019ve tried emoji-only subject lines, they\u2019ve not done well. So then why do emoji-only snippets perform better than regular words?<\/p>\n<p>We think it\u2019s contextual. When the subject line is emoji-only, the reader\u2019s brain has to work hard to figure out what we\u2019re trying to say. In a busy inbox, that\u2019s too much work and we lose them.<\/p>\n<p>When it comes to the snippet, you still have the subject line providing a steer on what the message is. Emojis may add something, or they may simply break up the wall of text in way that\u2019s eye catching. The next iteration of this will be testing emojis that form a \u2018sentence\u2019 against random emojis, to see how much meaning our readers are attaching to them.<\/p>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h4 class=\"wp-block-heading\" id=\"ai-written-vs-human-written-snippet\">AI written vs. Human written snippet<\/h4>\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<figure class=\"wp-block-table\">\n<table class=\"has-fixed-layout\">\n<tbody>\n<tr>\n<td style=\"background-color: #23afe6; color: #ffffff; font-weight: bold; border: 1px solid #002a4d\">AI-Written snippet<\/td>\n<td style=\"background-color: #23afe6; color: #ffffff; font-weight: bold; border: 1px solid #002a4d\">Human-Written snippet<\/td>\n<\/tr>\n<tr>\n<td>Discover Spotler Analytics in our live webinar on 16 July.<\/td>\n<td>Join our 16 July webinar to watch Spotler Analytics rewrite reporting.<\/td>\n<\/tr>\n<tr>\n<td>TikTok and Threads in Engage now. Work better, post everywhere.<\/td>\n<td>New channels, smooth workflow. Try TikTok and Threads in Engage today.<\/td>\n<\/tr>\n<tr>\n<td>powered by Spotler&#8217;s smarts<\/td>\n<td>with a little help from Spotler<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n<p>\ud83c\udfc6 Winner: <strong>Human<\/strong><br \/>\u2696\ufe0f Average Difference: <strong>1.08%<\/strong><\/p>\n<p>In <a href=\"https:\/\/8480797.fs1.hubspotusercontent-na1.net\/hubfs\/8480797\/Research\/Walnut%20-%20How%20Marketing%20Teams%20Are%20Using%20AI%20For%20Content%20Creation.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Walnut\u2019s State of Generative AI in B2B Marketing Report<\/a>, 75% of respondents were using AI for assistance with email campaigns. But is it making a positive impact?<\/p>\n<p>Given how similar the AI outputs were to our human efforts, a 1% swing is surprisingly large. In many conversations about AI content , it comes up that people can tell when something is AI-written, but can\u2019t always say how they know. All we can say for sure from this test is that when they spot it, the reaction isn\u2019t positive.<\/p>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h4 class=\"wp-block-heading\" id=\"all-caps-vs-normal-snippet\">All Caps vs Normal snippet<\/h4>\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<figure class=\"wp-block-table\">\n<table class=\"has-fixed-layout\">\n<tbody>\n<tr>\n<td style=\"background-color: #23afe6; color: #ffffff; font-weight: bold; border: 1px solid #002a4d\">All Caps snippet<\/td>\n<td style=\"background-color: #23afe6; color: #ffffff; font-weight: bold; border: 1px solid #002a4d\">Normal snippet<\/td>\n<\/tr>\n<tr>\n<td>SPOTLER MAKES THINGS SMOOTHER<\/td>\n<td>Spotler makes things smoother<\/td>\n<\/tr>\n<tr>\n<td>TIME TO IMPROVE YOUR EMAIL PERFORMANCE \ud83d\udcc8<\/td>\n<td>Time to improve your email performance \ud83d\udcc8<\/td>\n<\/tr>\n<tr>\n<td>WEBINAR | SUSTAINABLE MARKETING &#8211; THE CORE PRINCIPLES \u267b\ufe0f<\/td>\n<td>Webinar | Sustainable marketing &#8211; the core principles \u267b\ufe0f<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n<p>\ud83c\udfc6 Winner: <strong>Normal Case<\/strong><br \/>\u2696\ufe0f Average Difference: <strong>0.83%<\/strong><\/p>\n<p>Don\u2019t shout at me!<\/p>\n<p>Using all caps to signify volume isn\u2019t a Millennial phenomenon; <a href=\"https:\/\/newrepublic.com\/article\/117390\/netiquette-capitalization-how-caps-became-code-yelling\" target=\"_blank\" rel=\"noreferrer noopener\">New Republic traced its origin as far back as 1984<\/a> on early online bulletin boards.<\/p>\n<p>That may be why this approach was rejected by our audience; if email is designed to start a conversation, yelling isn\u2019t a great way to start.<\/p>\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h3 class=\"wp-block-heading\" id=\"layout-tests\">Layout Tests<\/h3>\n<h4 class=\"wp-block-heading\" id=\"link-colour-google-blue-vs-spotler-red\">Link Colour &#8211; Google Blue vs. Spotler Red<\/h4>\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<figure class=\"wp-block-table\">\n<table class=\"has-fixed-layout\">\n<tbody>\n<tr>\n<td style=\"background-color: #23afe6; color: #ffffff; font-weight: bold; border: 1px solid #002a4d\">Google Blue &#8211; link colour<\/td>\n<td style=\"background-color: #23afe6; color: #ffffff; font-weight: bold; border: 1px solid #002a4d\">Spotler Red &#8211; link colour<\/td>\n<\/tr>\n<tr>\n<td style=\"color: #4285f4; border: 1px solid #002a4d\"><strong>I&#8217;d love to see you there!<\/strong><\/td>\n<td style=\"color: #d22f38; border: 1px solid #002a4d\"><strong>I&#8217;d love to see you there!<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n<p>\ud83c\udfc6 Winner: <strong>Google Blue<\/strong><br \/>\u2696\ufe0f Average Difference: <strong>2.43%<\/strong><\/p>\n<p>Sometimes there\u2019s nothing wrong with the default.<\/p>\n<p>We\u2019ve referred to the default link colour as \u201cGoogle Blue\u201d, but some digging by Mozilla\u2019s <em>Distilled<\/em> blog suggests that <a href=\"https:\/\/blog.mozilla.org\/en\/internet-culture\/deep-dives\/why-are-hyperlinks-blue\/\" target=\"_blank\" rel=\"noopener\">the first appearance of blue hyperlinks<\/a> came in April 1993 with Mosaic O.13!<\/p>\n<p>With such a storied history, it\u2019s no surprise that a blue hyperlink earns more clicks than a branded colour.<\/p>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h4 class=\"wp-block-heading\" id=\"cta-above-salutation-vs-below\">CTA Above Salutation vs Below<\/h4>\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<div class=\"wp-block-columns no-bot-margin is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div id=\"image-block_9c4faadd327162a320d9d3e1d545cbd6\" class=\"wp-block-image-lightbox no-bot-margin\">\n<div class=\"image-wrapper\">\n                                    <a href=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-cta-above-big.webp\" data-fancybox=\"\" data-caption=\"&lt;h3&gt;Layout Tests - CTA Above Salutation&lt;\/h3&gt;&lt;p&gt;This shows the CTA below the salutation.&lt;\/p&gt;\" class=\"zoom-link with-th\"><br \/>\n                <span class=\"zoom-icon\"><\/span><br \/>\n            <\/a><\/p>\n<p>            <img loading=\"lazy\" decoding=\"async\" width=\"250\" height=\"415\" src=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-cta-above-thumb.webp\" class=\"image-th\" alt=\"Thumbnail\" srcset=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-cta-above-thumb.webp 250w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-cta-above-thumb-181x300.webp 181w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-cta-above-thumb-114x190.webp 114w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-cta-above-thumb-44x73.webp 44w\" sizes=\"auto, (max-width: 250px) 100vw, 250px\" \/>                    <\/div>\n<\/p><\/div>\n<\/div>\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div id=\"image-block_8999748e2d2eeb0f15b7a6afa9788ddd\" class=\"wp-block-image-lightbox no-bot-margin\">\n<div class=\"image-wrapper\">\n                                    <a href=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-cta-below-big.webp\" data-fancybox=\"\" data-caption=\"&lt;h3&gt;Layout Tests - CTA Above Salutation&lt;\/h3&gt;&lt;p&gt;This shows the CTA below the salutation.&lt;\/p&gt;\" class=\"zoom-link with-th\"><br \/>\n                <span class=\"zoom-icon\"><\/span><br \/>\n            <\/a><\/p>\n<p>            <img loading=\"lazy\" decoding=\"async\" width=\"250\" height=\"415\" src=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-cta-below-thumb.webp\" class=\"image-th\" alt=\"Thumbnail\" srcset=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-cta-below-thumb.webp 250w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-cta-below-thumb-181x300.webp 181w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-cta-below-thumb-114x190.webp 114w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-cta-below-thumb-44x73.webp 44w\" sizes=\"auto, (max-width: 250px) 100vw, 250px\" \/>                    <\/div>\n<\/p><\/div>\n<\/div>\n<\/div>\n<p>\ud83c\udfc6 Winner: <strong>CTA Above<\/strong><br \/>\u2696\ufe0f Average Difference: <strong>0.18%<\/strong><\/p>\n<p>We\u2019ve all heard the stat that inboxes now receive 130 emails per day on average. So with this test we made it easier for a reader to see what we want from them. And the majority appreciated it!<\/p>\n<p>We\u2019ve also seen this approach in the wild; our customer Kempinski Hotels used this in <a href=\"https:\/\/spotler.com\/en-gb\/case-studies\/kempinski-hotels\">the welcome series we helped them build<\/a>.<\/p>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h4 class=\"wp-block-heading\" id=\"single-column-design-vs-two-column-design\">Single column design vs Two column design<\/h4>\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div id=\"image-block_b8853446f50f16c957dd5a0517f78965\" class=\"wp-block-image-lightbox no-bot-margin\">\n<div class=\"image-wrapper\">\n                                    <a href=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-column-single-big.webp\" data-fancybox=\"\" data-caption=\"&lt;h3&gt;Layout Tests - Single column design vs Two column design&lt;\/h3&gt;&lt;p&gt;This is the single column design. &lt;\/p&gt;\" class=\"zoom-link with-th\"><br \/>\n                <span class=\"zoom-icon\"><\/span><br \/>\n            <\/a><\/p>\n<p>            <img loading=\"lazy\" decoding=\"async\" width=\"250\" height=\"372\" src=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-column-single-thumb.webp\" class=\"image-th\" alt=\"Thumbnail\" srcset=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-column-single-thumb.webp 250w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-column-single-thumb-202x300.webp 202w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-column-single-thumb-128x190.webp 128w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-column-single-thumb-44x65.webp 44w\" sizes=\"auto, (max-width: 250px) 100vw, 250px\" \/>                    <\/div>\n<\/p><\/div>\n<\/div>\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div id=\"image-block_a8dd250d25b29079567830c884d701ad\" class=\"wp-block-image-lightbox no-bot-margin\">\n<div class=\"image-wrapper\">\n                                    <a href=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-column-two-big.webp\" data-fancybox=\"\" data-caption=\"&lt;h3&gt;Layout Tests - Single column design vs Two column design&lt;\/h3&gt;&lt;p&gt;This is the two column design. &lt;\/p&gt;\" class=\"zoom-link with-th\"><br \/>\n                <span class=\"zoom-icon\"><\/span><br \/>\n            <\/a><\/p>\n<p>            <img loading=\"lazy\" decoding=\"async\" width=\"250\" height=\"372\" src=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-column-two-thumb.webp\" class=\"image-th\" alt=\"Thumbnail\" srcset=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-column-two-thumb.webp 250w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-column-two-thumb-202x300.webp 202w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-column-two-thumb-128x190.webp 128w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-column-two-thumb-44x65.webp 44w\" sizes=\"auto, (max-width: 250px) 100vw, 250px\" \/>                    <\/div>\n<\/p><\/div>\n<\/div>\n<\/div>\n<p>\ud83c\udfc6 Winner: <strong>Multi-column<\/strong><br \/>\u2696\ufe0f Average Difference:<strong> 1.18%<\/strong><\/p>\n<p>Make it easy for your readers to see what\u2019s valuable to them in your email.<\/p>\n<p>A 2-column layout lets the recipient of your email give it a quick scan and decide if there\u2019s anything they want to click on. Particularly if they\u2019re viewing your email in a Preview pane, they won\u2019t spend a long time scrolling; they\u2019ll shrug and move on.<\/p>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h4 class=\"wp-block-heading\" id=\"standard-copy-vs-minimalist\">Standard Copy vs Minimalist<\/h4>\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div id=\"image-block_ca0936ca31c0b474ccf21f0dc6036c0c\" class=\"wp-block-image-lightbox no-bot-margin\">\n<div class=\"image-wrapper\">\n                                    <a href=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-copy-standard-big.webp\" data-fancybox=\"\" data-caption=\"&lt;h3&gt;Layout Tests - Standard Copy vs Minimalist&lt;\/h3&gt;&lt;p&gt;This is the standard copy. &lt;\/p&gt;\" class=\"zoom-link with-th\"><br \/>\n                <span class=\"zoom-icon\"><\/span><br \/>\n            <\/a><\/p>\n<p>            <img loading=\"lazy\" decoding=\"async\" width=\"250\" height=\"372\" src=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-copy-standard-thumb.webp\" class=\"image-th\" alt=\"Thumbnail\" srcset=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-copy-standard-thumb.webp 250w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-copy-standard-thumb-202x300.webp 202w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-copy-standard-thumb-128x190.webp 128w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-copy-standard-thumb-44x65.webp 44w\" sizes=\"auto, (max-width: 250px) 100vw, 250px\" \/>                    <\/div>\n<\/p><\/div>\n<\/div>\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div id=\"image-block_0c418a001b92597e5d89bc17182da2d2\" class=\"wp-block-image-lightbox no-bot-margin\">\n<div class=\"image-wrapper\">\n                                    <a href=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-copy-minimalist-big.webp\" data-fancybox=\"\" data-caption=\"&lt;h3&gt;Layout Tests - Standard Copy vs Minimalist&lt;\/h3&gt;&lt;p&gt;This is the minimalistic copy. &lt;\/p&gt;\" class=\"zoom-link with-th\"><br \/>\n                <span class=\"zoom-icon\"><\/span><br \/>\n            <\/a><\/p>\n<p>            <img loading=\"lazy\" decoding=\"async\" width=\"250\" height=\"372\" src=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-copy-minimalist-thumb.webp\" class=\"image-th\" alt=\"Thumbnail\" srcset=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-copy-minimalist-thumb.webp 250w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-copy-minimalist-thumb-202x300.webp 202w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-copy-minimalist-thumb-128x190.webp 128w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-copy-minimalist-thumb-44x65.webp 44w\" sizes=\"auto, (max-width: 250px) 100vw, 250px\" \/>                    <\/div>\n<\/p><\/div>\n<\/div>\n<\/div>\n<p>\ud83c\udfc6 Winner: <strong>Minimalist<\/strong><br \/>\u2696\ufe0f Average Difference: <strong>0.06%<\/strong><\/p>\n<p>This seems like a continuation of the previous result; our audience appreciated email layouts that they could scan quickly for value. <\/p>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h4 class=\"wp-block-heading\" id=\"product-image-vs-people-image\">Product Image vs People Image<\/h4>\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div id=\"image-block_4713418c1b398a694ecdf3de781c15cd\" class=\"wp-block-image-lightbox no-bot-margin\">\n<div class=\"image-wrapper\">\n                                    <a href=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-image-product-big.webp\" data-fancybox=\"\" data-caption=\"&lt;h3&gt;Layout Tests - Product Image vs People Image&lt;\/h3&gt;&lt;p&gt;This is the version with images of products. &lt;\/p&gt;\" class=\"zoom-link with-th\"><br \/>\n                <span class=\"zoom-icon\"><\/span><br \/>\n            <\/a><\/p>\n<p>            <img loading=\"lazy\" decoding=\"async\" width=\"250\" height=\"372\" src=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-image-product-thumb.webp\" class=\"image-th\" alt=\"Thumbnail\" srcset=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-image-product-thumb.webp 250w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-image-product-thumb-202x300.webp 202w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-image-product-thumb-128x190.webp 128w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-image-product-thumb-44x65.webp 44w\" sizes=\"auto, (max-width: 250px) 100vw, 250px\" \/>                    <\/div>\n<\/p><\/div>\n<\/div>\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div id=\"image-block_62a5f58f081441b6bc0e7904945e7c36\" class=\"wp-block-image-lightbox no-bot-margin\">\n<div class=\"image-wrapper\">\n                                    <a href=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-image-people-big.webp\" data-fancybox=\"\" data-caption=\"&lt;h3&gt;Layout Tests - Product Image vs People Image&lt;\/h3&gt;&lt;p&gt;This is the version with images of people. &lt;\/p&gt;\" class=\"zoom-link with-th\"><br \/>\n                <span class=\"zoom-icon\"><\/span><br \/>\n            <\/a><\/p>\n<p>            <img loading=\"lazy\" decoding=\"async\" width=\"250\" height=\"372\" src=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-image-people-thumb.webp\" class=\"image-th\" alt=\"Thumbnail\" srcset=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-image-people-thumb.webp 250w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-image-people-thumb-202x300.webp 202w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-image-people-thumb-128x190.webp 128w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-image-people-thumb-44x65.webp 44w\" sizes=\"auto, (max-width: 250px) 100vw, 250px\" \/>                    <\/div>\n<\/p><\/div>\n<\/div>\n<\/div>\n<p>\ud83c\udfc6 Winner: <strong>People<\/strong><br \/>\u2696\ufe0f Average Difference: <strong>0.3%<\/strong><\/p>\n<p>We\u2019ve all heard \u201cpeople by from people.\u201d Well, it seems to hold true in the inbox as well! Especially in the world of software, where self-service help centres and automated chat support are becoming more and more common, a little human connection is still a very powerful thing.<\/p>\n<p>This can be a surprisingly subtle difference; in testing we sometimes had to point out the split to whoever was proof-reading the campaigns for us.<\/p>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h4 class=\"wp-block-heading\" id=\"text-vs-html\">Text vs HTML<\/h4>\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<div class=\"wp-block-columns no-bot-margin is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column no-bot-margin is-layout-flow wp-block-column-is-layout-flow\">\n<div id=\"image-block_a64fffc99cd36e1e6cbca53c6ce5594c\" class=\"wp-block-image-lightbox no-bot-margin\">\n<div class=\"image-wrapper\">\n                                    <a href=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-text-big.webp\" data-fancybox=\"\" data-caption=\"&lt;h3&gt;Layout Tests - Text vs HTML&lt;\/h3&gt;&lt;p&gt;This shows the Text version.&lt;\/p&gt;\" class=\"zoom-link with-th\"><br \/>\n                <span class=\"zoom-icon\"><\/span><br \/>\n            <\/a><\/p>\n<p>            <img loading=\"lazy\" decoding=\"async\" width=\"250\" height=\"372\" src=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-text-thumb.webp\" class=\"image-th\" alt=\"Thumbnail\" srcset=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-text-thumb.webp 250w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-text-thumb-202x300.webp 202w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-text-thumb-128x190.webp 128w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-text-thumb-44x65.webp 44w\" sizes=\"auto, (max-width: 250px) 100vw, 250px\" \/>                    <\/div>\n<\/p><\/div>\n<\/div>\n<div class=\"wp-block-column no-bot-margin is-layout-flow wp-block-column-is-layout-flow\">\n<div id=\"image-block_8faffe064e9c337c313b29fb9d3ff4a0\" class=\"wp-block-image-lightbox no-bot-margin\">\n<div class=\"image-wrapper\">\n                                    <a href=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-html-big.webp\" data-fancybox=\"\" data-caption=\"&lt;h3&gt;Layout Tests - Text vs HTML&lt;\/h3&gt;&lt;p&gt;This shows the HTML version.&lt;\/p&gt;\" class=\"zoom-link with-th\"><br \/>\n                <span class=\"zoom-icon\"><\/span><br \/>\n            <\/a><\/p>\n<p>            <img loading=\"lazy\" decoding=\"async\" width=\"250\" height=\"372\" src=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-html-thumb.webp\" class=\"image-th\" alt=\"Thumbnail\" srcset=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-html-thumb.webp 250w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-html-thumb-202x300.webp 202w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-html-thumb-128x190.webp 128w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/12\/guide-greatbritishsplittest2025-layout-html-thumb-44x65.webp 44w\" sizes=\"auto, (max-width: 250px) 100vw, 250px\" \/>                    <\/div>\n<\/p><\/div>\n<\/div>\n<\/div>\n<p>\ud83c\udfc6 Winner: <strong>HTML<\/strong><br \/>\u2696\ufe0f Average Difference:<strong> 0.11%<\/strong><\/p>\n<p>Before you write us an angry reply, we know that all emails use HTML!<\/p>\n<p>In our world, \u201cHTML\u201d is shorthand for a media-rich send, with images, banner, countdowns, etc. \u201cText\u201d means written as if it was from a personal Outlook account.<\/p>\n<p>We were surprised by this result; in all our previous editions text-only emails were clear winners. If you have a theory about what\u2019s changed, feel free to share!<\/p>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h4 class=\"wp-block-heading\" id=\"am-vs-pm\">AM vs PM<\/h4>\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<figure class=\"wp-block-table\">\n<table class=\"has-fixed-layout\">\n<tbody>\n<tr>\n<td style=\"background-color: #23afe6; color: #ffffff; font-weight: bold; border: 1px solid #002a4d\">AM<\/td>\n<td style=\"background-color: #23afe6; color: #ffffff; font-weight: bold; border: 1px solid #002a4d\">PM<\/td>\n<\/tr>\n<tr>\n<td>11 am<\/td>\n<td>2 pm<\/td>\n<\/tr>\n<tr>\n<td>10 am<\/td>\n<td>3 pm<\/td>\n<\/tr>\n<tr>\n<td>8 am<\/td>\n<td>12 pm<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n<p>\ud83c\udfc6 Winner: <strong>AM<\/strong><br \/>\u2696\ufe0f Average Difference:<strong> 0.26%<\/strong><\/p>\n<p>This really seems like one you should test yourself. There\u2019s all sorts of ways to manage your inbox, along with everything else you have to do. Some people will have their email inbox open all day, others will check in periodically, say on the hour. I\u2019ve even met a few people who scan their inbox at 9am, then don\u2019t look again for the rest of the day!<\/p>\n<p>For our particular audience, it seems that morning inbox admin is the rule of thumb.<\/p>\n<h4 class=\"wp-block-heading\" id=\"9-5-vs-outside-9-5\">9-5 vs Outside 9-5<\/h4>\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<figure class=\"wp-block-table\">\n<table class=\"has-fixed-layout\">\n<tbody>\n<tr>\n<td style=\"background-color: #23afe6; color: #ffffff; font-weight: bold; border: 1px solid #002a4d\">9 to 5<\/td>\n<td style=\"background-color: #23afe6; color: #ffffff; font-weight: bold; border: 1px solid #002a4d\">Outside 9 to 5<\/td>\n<\/tr>\n<tr>\n<td>11 am<\/td>\n<td>7 pm<\/td>\n<\/tr>\n<tr>\n<td>10 am<\/td>\n<td>6 pm<\/td>\n<\/tr>\n<tr>\n<td>11 am<\/td>\n<td>8 pm<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n<p>\ud83c\udfc6 Winner: <strong>9 to 5<\/strong><br \/>\u2696\ufe0f Average Difference: <strong>0.02%<\/strong><\/p>\n<p>If this is surprisingly close, we think there are 2 factors at play:<\/p>\n<ul class=\"wp-block-list\">\n<li>Remote\/Flexible Working<\/li>\n<li>Mobile Opens<\/li>\n<\/ul>\n<p>It\u2019s not ever so long ago that checking your work emails outside of office hours was physically impossible. You shut down your desktop computer and left the building, and if you thought about work when you were at home, your Nokia 3310 couldn\u2019t handle emails if it wanted to.<\/p>\n<p>Nowadays it\u2019s easy to quickly reply to that one message that you can\u2019t get out of your head, or chase Inbox Zero while you\u2019re brushing your teeth.<\/p>\n<p>This test comes down to whether you think people will notice and remember you better when they\u2019re in \u201cwork mode\u201d or when they\u2019ve not got a to-do list and deadlines to think about.<\/p>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h4 class=\"wp-block-heading\" id=\"monday-wednesday-friday-vs-tuesday-thursday\">Monday\/Wednesday\/Friday vs. Tuesday\/Thursday<\/h4>\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<figure class=\"wp-block-table\">\n<table class=\"has-fixed-layout\">\n<tbody>\n<tr>\n<td style=\"background-color: #23afe6; color: #ffffff; font-weight: bold; border: 1px solid #002a4d\">Monday\/Wednesday\/Friday<\/td>\n<td style=\"background-color: #23afe6; color: #ffffff; font-weight: bold; border: 1px solid #002a4d\">Tuesday\/Thursday<\/td>\n<\/tr>\n<tr>\n<td>Friday<\/td>\n<td>Thursday<\/td>\n<\/tr>\n<tr>\n<td>Monday<\/td>\n<td>Tuesday<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n<p>\ud83c\udfc6 Winner: <strong>Monday\/Wednesday\/Friday<\/strong><br \/>\u2696\ufe0f Average Difference: <strong>1.66%<\/strong><\/p>\n<p>We have no cogent explanation for this one.<\/p>\n<p>Like HTML vs Text, the best sending day has shifted more than once. Tuesday used to be the best day by such a clear margin that we internally nicknamed our most important campaign \u201cTuesday Send\u201d.<\/p>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\" id=\"the-greatest-campaign-in-the-world-ever-2025\">The greatest campaign in the world ever 2025<\/h2>\n<p>So where does all this leave us? It seems that the perfect email campaign would be HTML-rich, with minimalist content in a 2-column layout. The CTA should appear above the fold, and all images should feature people.<\/p>\n<p>Use a single-word subject line that carries an air of mystery, and a snippet that\u2019s only emojis. Set your masterpiece to be delivered on Monday, Wednesday or Friday inside 9-5 office hours. Do these things, and you\u2019ll have more engagement than you know what to do with!<\/p>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\" id=\"your-own-great-british-split-test\">Your own Great British Split Test<\/h2>\n<p>Never forget that email is a mass-marketing channel first and foremost. A small uptick in your email engagement is a lot of extra eyeballs on your content.<\/p>\n<p>Whether you use the exact tests described above, or go off and do your own thing, Mail+ makes it easy to split test any element of your marketing emails.<\/p>\n<p>If you\u2019re already a Mail+ user, <a href=\"https:\/\/mailplus.spotler.help\/hc\/en-us\/articles\/360009108233-Introduction-automated-A-B-testing\" target=\"_blank\" data-type=\"link\" data-id=\"https:\/\/mailplus.spotler.help\/hc\/en-us\/articles\/360009108233-Introduction-automated-A-B-testing\" rel=\"noreferrer noopener\">the function<\/a> is there in your account to use straight away.<\/p>\n<p>Not using Mail+ yet? <a href=\"https:\/\/spotler.com\/en-gb\/mailplus\">Learn more<\/a> and feel free to <a href=\"https:\/\/spotler.com\/en-gb\/demo\" data-type=\"page\" data-id=\"89945\">book a demo<\/a>. We love to show you how you can make more impact in your email marketing.<\/p>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\" id=\"appendix\">Appendix<\/h2>\n<p><a href=\"https:\/\/resources.spotler.co.uk\/Great_British_Split_Test_2025_Appendix.xlsx\" target=\"_blank\" rel=\"noreferrer noopener\">See our full data set here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Does an all-caps subject line grab attention? Where should you put your CTA for max impact? See what Spotler tested on their own audience.<\/p>\n","protected":false},"featured_media":203317,"template":"","cat_industry":[1228],"cat_topic":[1002,1649,1655],"class_list":["post-203269","guides","type-guides","status-publish","has-post-thumbnail","hentry","cat_industry-b2b-en-gb","cat_topic-email-marketing-en-gb","cat_topic-experiments-research-en-gb","cat_topic-lead-generation-en-gb"],"acf":[],"_links":{"self":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/guides\/203269","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/guides"}],"about":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/types\/guides"}],"version-history":[{"count":5,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/guides\/203269\/revisions"}],"predecessor-version":[{"id":204530,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/guides\/203269\/revisions\/204530"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/media\/203317"}],"wp:attachment":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/media?parent=203269"}],"wp:term":[{"taxonomy":"cat_industry","embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/cat_industry?post=203269"},{"taxonomy":"cat_topic","embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/cat_topic?post=203269"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}