Case Study

A/B Email Header Test

Company Name Confidential*

Industry: Service | Location: Minnesota | Size: 12,000 Employees


OuterBox increased revenue for a client through A/B testing a phone number addition in an email header within Salesforce Marketing Cloud.
(*Company name has been omitted to honor our partner’s privacy.)

A/B email header test


Phone Number Inclusion

OuterBox built out an A/B test within our partner’s automated email marketing journey with the goal of increasing call volume for a free consultation. The test included a unique phone number in the header to not only track clicks on the phone number, but also track all direct calls.

Following completion of the test, we tracked results in Google Data Studio and calculated the revenue gains based on the phone call goal value.


Control Version of Email
a/b test control email


Control Version of Email
a/b test variation email



Adding a phone number call-to-action header resulted in helping web visitors get to where they wanted to go faster: through calling for support versus filling out a form and waiting to be contacted by our partner. The test resulted in an additional 169 calls directly from the email over an average 30 day period.

increase in revenue

OuterBox Email Platform Support​

Salesforce Marketing Cloud is a platform for delivering relevant, personalized journeys across channels and devices — enabling marketers to deliver the right message at the right time throughout all phases of the relationship. Marketing Cloud includes integrated solutions for customer journey management, email, mobile, social, web personalization, advertising, content creation and management, and data analysis.

Google Data Studio turns data into fully customizable informative reports and dashboards that are easy to read and share.

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