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Why You Should Care About Email Testing



Most businesses still see email marketing as the most cost-beneficial and conversion-rich way to develop relationships with potential customers or clients and promote their products or services. What makes it such a powerful tool?

The numbers speak for themselves. A recent study holds that the median email marketing ROI is 122 percent. So far, no other digital marketing channel has proven to show such high results. Of course, the best way to boost your performance is to combine email marketing with social media or enable a live chat, which is statistically the fastest option to communicate with customers. But we’ll focus on improving email marketing efforts through email testing in this article.

When you run an email marketing campaign, creating emails that focus on your targeting audience and align with your marketing goals takes a lot of researching and strategizing. It’s a good idea for every email marketer to do email testing since it directly impacts the quality and deliverability of messages and indirectly ROI and subscribers retention.

Let’s take a closer look at email testing best practices.

What is Email Testing?

Email testing allows you to view your email before sending it out to your subscriber list. Many email marketing services offer a way to preview the email in a web app or send a test email to yourself.

Testing your emails will help you fix broken email designs, incorrect or untracked links, choose a subject line with higher open rates, eliminate spelling and grammar errors, broken images or missing alt text, and more.

Let’s view seven elements that you should consider testing.

What Elements of My Emails Should I Test?

As we’ve mentioned above, you shouldn’t test more than one thing at a time to clearly see what’s really impacting your results. Choose one and measure against this metric in all your tests.

Subject Line

The subject line is crucial for your email campaign because this is what your recipients see first and decide whether they’re reading your message or not. You might have noticed that the subject line is formatted differently on most devices – it stands out due to email clients, display size, font difference, etc.

Your subject line should be catchy and interesting. At the same time, it shouldn’t sound spammy or violate email etiquette, failing which it will end up in the spam or junk folder.

  • Bad Example: Here’s a FREE Newsletter with top articles! 🔥🔥🔥🔥🔥
  • Good Example: John, February must-reads for you

Length of your subject line

Subject lines of 61 to 70 characters have the highest average read rate. However, the only way to determine the most compelling email subject line length for your campaign is to test it.

It’s a good idea to run an A/B test during every campaign and find out what subject line length gives better results.


Personalized emails actually work. The recipient’s name included in the subject line can increase opens by over 18 percent, making it the most impactful word you can add to your subject line.

Try A/B testing it for your next email campaign. For example:

A: John, enjoy 50% off using this discount code

B: John, what about a great discount?

Microsegmentation is a good way to boost your personalization efforts. Try using a more diverse segmentation, experimenting with focused lists of users to deliver the most relevant content and offers.

Alternatively, you can try referencing the recipient’s previous orders, their company name, state, or choose other types of personalization.

Source: Chamaileon


Everyone is talking about the importance of quality content, but do you fully understand what content brings to your emails?

When you find out which content format works best for your newsletters and other emails, you will easily choose the resources for similar recipients in the future and use the most suitable email template.

Here’s what you can try linking out to in your messages:

  • Case studies vs. Demo videos
  • Blog articles vs. webinars
  • PDFs vs. PowerPoint presentations
  • Reports vs. Whitepapers

Media Elements

You can substantially increase your email performance by including the images, GIFs, videos, and other media elements that resonate with your recipients.

Before testing your emails, make sure you use similar alt and title text behind the media.

Some email clients don’t load media files, and in such cases, the alt and title text can make a big difference.

Keep the data in your test clear and avoid any changes in alt or title tags.

Here’s another option. When you run your test, start with placement or density and move on to image type or color.

If you have already experimented with images and GIFs, you should consider integrating video marketing in your email efforts as a solid way to increase brand awareness, improve sales, and increase customer engagement.

Day and Time

Be aware that you should run your day and time tests more than once. Some factors may keep your recipients offline: ISP slowdowns, holidays, or various unexpected events.

Before getting your final answer, try running your date and time test several times to make sure nothing impacts the data and your definitive answer.

Currently, due to the pandemic effect, user behavior has changed. As a result, such unpopular days to send marketing emails (Fridays and Saturdays) have become good alternatives to overused days (Tuesdays and Thursdays.)

When sending a newsletter, consider at least three day and time scenarios:

  1. Traditional: Tuesday or Thursday to be delivered at 1-3 PM
  2. Experimental: Wednesday to be delivered at 11-12 AM
  3. Extraordinary: Friday to be delivered at 9-11 AM or Saturday noon

Promotion and Special Offers

Nowadays, offering massive promotions several times a year is considered a new normal for generating customer interest. In fact, 91 percent of consumers are more likely to do business with brands that provide them with relevant, personalized offers and recommendations.

However, a popular promotion can end up costing a lot of money, while an offer that wins a lot of responses can bring you a considerable profit.

Keep in mind that some segments of your list may respond to one type of offer better than to a different kind of offer and promotion. There isn’t a “one size fits all” type of offer, and it’s a good idea to run a test with different propositions to different segments.

Once again, timing plays a central role here and may be crucial for the success of your offer.

Consider running an offer test several times, as you want to make it at a time when a product is popular and your audience is ready to spend money. Experiment with abandoned cart emails and re-engagement campaigns.


Is it possible to engage your recipient with just a tone? Psychologists say that by incorporating positivity into your message, you make it much easier for your reader to understand your message. This clear understanding, in its turn, increases their motivation to make a purchase or continue communication.

Think about your target reader and try to come up with a tone that would be friendly, positive, and informative at the same time. Do A/B testing of the email body to find which works best. It takes time, but it would definitely boost your click-throughs and purchases.

Tactics to try:

  • Read aloud your message and ask a colleague for a check.
  • Use bullet points and break the message into subsections.
  • No big words are needed.
  • Be simple, be friendly.
  • Cause emotions.
  • Ask questions (no more than three).

It’s important not to be gray in your emails. Don’t skip testing tones, polishing emails that will engage your audience best.


A call-to-action in an email is a button, hyperlink of text, or dynamic QR codes that motivates the user to take the next step. You need to use strong call-to-action phrases to push your reader to click and proceed to your website before closing your email.

Additionally, CTAs have a great value for marketers, helping them evaluate their digital marketing campaigns’ effectiveness, analyze their target audience’s needs and preferences, and decide about the next step of the campaign.


How Should I Do All This Testing?

After the outlined practices you should definitely try in the next campaigns, a reasonable notion pops up: how to test all those elements. Fortunately, there’s a variety of tools and solutions that will assist you greatly.

Content Elements

  • With all the A/B testing features, solid reporting, and the ability to preview your emails and make tweaks in content, consider choosing Benchmark Email.
  • To improve the copy as well as the tone of your emails, feel free to use Grammarly or Hemingway.
  • For evaluating and polishing subject lines, you can try out SubjectLine (we love a tool that’s straightforward in more ways than one).

Tech Elements

In this field, you definitely have to ensure your emails reach users, deal with spam rates, and do HTML checks. You can use all-in-one platforms for safe technical testing of your emails like Mailtrap or similar.

Alternatively, you can choose tools focusing on some aspects of such inspecting and debugging. For example, if you need to check spam rates only, there are tools like MailTester, or if you need to validate emails – EmailVerifier by Hunter will help.

At some point, you may need more tech-savvy tools for testing, say, API integration or configuring SMTP; feel free to check this email testing checklist article to know more.

When it comes to user-behavior aspects, like special offers and day/time testing, it requires a deep understanding of your audience and a bit of courage to experiment with it. So, to test these elements, constantly analyze and document the outcomes from previous campaigns.

6 Tips for Effective Email Testing

  1. Keep it simple. When testing your emails, it’s a nice idea to start with testing your subject lines. You don’t need a lot of time or creativity to contrive a few quick variants; however, this may give you a good return.
  2. Don’t test more than one element at a time. Remember, if you test several elements simultaneously, you may get confused over which variant worked out.
  3. Keep track of the time of day and day of the week. Send other variants on the same day and at the same time. This way, you will eliminate the timing variant.
  4. Keep a record of all tests you do. Leave the possibility to review the specific variables tested anytime you need to by always recording your findings.
  5. Test on a regular basis. If you decide to start testing your emails, make sure that email testing is a part of your daily routine.
  6. Make good conclusions and act wisely. Email testing will allow you to make decisions and modifications to your campaigns only if you analyze your findings and properly use what you learn.

Let’s Say it Again!

Email testing is an effective way to transfer your marketing effort into real results. Of course, the goal here isn’t to make your entire team focus on email testing but to get better results using the tips above and the tools below.

What do you start from? Understanding of your needs. Before running your first test, make sure you clearly understand what you’re doing it for and what results in your plan to generate from the process. And choose the correct solution.

Once you are set with your priorities, create a hypothesis. For example, “if we personalize our newsletter, our blog traffic will substantially increase.” You’ll need to determine the kinds of tests you’ll need to run to check whether your hypothesis works. Put together a timeline for easier scheduling, management, and organization of your testing process.

Dmytro Zaichenko is a Marketing Specialist at Mailtrap, an email sandbox service. He has over six years of experience in content creation. Apart from writing, he’s passionate about basketball and poetry.



How to Create an Email Marketing Calendar in 2022




How many batch and blast marketing emails do you get in a day? More importantly, how often do you mark all of them as “read” without actually reading them? 

Naturally, you don’t want to be just another brand that clutters your customers’ inboxes. So how then can you cut through the noise and ultimately increase your open and click-through rates?

There are two things that determine a successful email marketing campaign: consistency and proper segmentation.

This means that you should be able to reach the right audience, at the right time, with the right message. 

One way to ensure this is through an email marketing calendar

With one, you can plan, create, and schedule your emails for the best possible results.

There are many ways to create an email marketing calendar including using spreadsheets or tools specifically designed for planning. 

PromoPrep Email Calendar

Now, let’s talk about how you can create an email marketing calendar.

Be Clear on Your Goals for Your Email Campaigns

The first step to creating an email campaign calendar is to figure out what type of messages you want to share to your customers.

Do you want to:

  • Promote a new product or event?
  • Re-engage your customers?
  • Encourage them to check out items from their abandoned carts?
  • Launch a seasonal campaign tied to an upcoming sale?
  • Send a newsletter or useful content to establish your expertise in the field? 

Identifying your goals can help you tailor a strategy that makes sense to your recipients. From this list, you can then start to plan the kind of emails that you want to send out, and when they will be sent out. 

Determine the frequency of your send-outs for each campaign

Now that you have a list of campaigns that you want to launch through email, you can then plot these on your working calendar. 

For example, if you want to start sending a newsletter, what are the best practices in doing so? Your research might tell you that it is best sent once a month. You can then go ahead and plot this in your calendar. 

You might also want to run a sale monthly. If so, be sure to block out a day in your calendar for send out. 

The idea is to plot these emails on your calendar to give you a visual idea of how your quarter (or perhaps, year) is shaping up. You might notice that some months may be overloaded with emails and some have huge gaps in them. You can then adjust your emails accordingly—both for your subscribers and the marketing team’s benefit. 

Determine Your Segments

The last thing that you want to do is to send emails that are not relevant to your recipients. After all, not everyone is going to be on the same stage in your marketing funnel — so be sure to segment your emails based on where they are in their buyer’s journey.  

You can do this by determining which campaigns you want to send to everyone, and which ones should go to a specific set of people on your list.  Doing this after you have plotted the frequency of your send-outs will also help you determine which segments will be overloaded with emails and which ones aren’t getting enough attention. 

Actionable tip: for every email that you want to send out, be sure to ask yourself who should this email go to and who shouldn’t receive this email. For example, you don’t want to send a welcome series to someone who has been in your mailing list for a long time.

The better you get at organizing your emailing list, the more equipped you can be in providing better value through your content. This will help you send targeted messages to the right people.

Start Writing Down Potential Email Subject Lines

One of the challenges that marketers face when drafting their email content is in writing the subject line. It has to be catchy, relevant and provides the recipient with a sneak peek at what’s inside the email. In other words, it is a pain to write. 

However, it deserves special attention because it will determine whether your email will get opened or not. No matter how much time you’ve spent creating superb content, well-designed graphics, and hard-to-ignore promotions, all of this will be irrelevant if your subject line fails to catch your audience’s attention. 

A component this important should be planned ahead of time. 

Our advice: Come up with a list of your potential subject lines and run them through email subject line testers. Even with these steps, there’s still a possibility that you’ll end up with an entirely different subject line as your content takes shape — but this will help. 

Determine The Type of Content You Want To Share in Every Email

The next thing that you want to do is to determine the content that you want to include in each of your emails. Your task should then include pulling relevant articles from your blog, linking videos from your brand’s channel, and creating graphics for the body of your email. 

All of this should then be saved in a single folder dedicated to every campaign. This eliminates the possibility of sending the wrong graphics or linking the wrong video to your emails. 

Of course, after all, this, be sure to link each specific folder to the right entry in your email marketing calendar.

Finalize the dates and times of your send-outs

Now that you have a solid idea of what you’ll be sending out, who it will be sent to, and what the content of each email will be, it’s time to determine your publish dates and time. 

Be sure to research what the best practices are in sending out emails. For example, you might find out that the best days to send emails are Tuesdays, Wednesdays, and Thursdays. 

Plotting the send-out dates in your calendar lets you or your team manager plot the workflow so each member can be delegated a task with the corresponding deadlines—all in time for the publish date. 

Final Thoughts

Email marketing is all about providing relevant content to the right audience. While there is no single formula that can ensure positive results, coming up with a solid plan and a well-designed email marketing calendar is a good start. 

Just remember that your job as an email marketer does not end after the last email has been sent out. Be sure to constantly monitor each campaign’s performance, employ email A/B testing to improve open rates, and always be prepared to reevaluate and revise your approach. 

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10 Tips On Effective Email Marketing For Mobile Apps in 2022




If you are one of those who thinks email marketing does not work, then you are definitely missing out on a huge market opportunity.

The reason most people conclude email marketing is least relevant is that they aren’t doing it effectively.

An effective email marketing campaign will still produce tremendous results in 2022. It is a good way that top app development companies in the USA can get their messages out to their customers and clients and can also help to strengthen relationships.

There are basically three types of emails; marketing emails, transactional emails, and operational emails.

Marketing emails consist of a newsletter, announcements, sales promotions, and press releases. Companies send these emails to people who want to receive updates from them. These include; clients, affiliates, prospects etc. This is the type of email you get when you subscribe to a website’s newsletter.

Transactional emails are emails that are triggered by a customer’s action or activities. Some examples of transactional emails include welcome messages, registration confirmations, tracking information, sales receipt, invoice etc. Transactional emails have the best chance of being opened as they are trusted emails. They provide an opportunity for more engagement.

Operational emails communicate important information about a business to customers. This includes informing them of holidays closures, service unavailability, maintenance plans etc. This is one of the least successful emails as people tend to skip it quite frequently.

10 Tips On Effective Email Marketing For Mobile Apps in 2022

Below are ten tips for effective email marketing during mobile app development;

1. Building subscriber list:

The first step towards an effective email marketing campaign for mobile apps is building your subscriber list. Of course, who would you promote to if you don’t have any subscribers?

App development companies can encourage sign up by making sure subscriptions forms are available on their homepage and in every other location on their site. Some websites even have sign-up forms that hover over the page and follows the users as they scroll. It is not intrusive, yet it catches attention.

Another effective method of encouraging sign up is by explaining to readers what they stand to gain by subscribing, perhaps a free ebook, or tutorial.

2. Proper targeting:

In order to have an effective email marketing campaign in 2021, you must learn to target your emails to the right recipient.

One of the top reasons why email marketing fails is because mobile app development companies treat all subscribers as the same, hence sending blanket emails.

To have an effective email marketing campaign you must segregate appropriately. This will require you to gather as much data as possible pertaining to your subscribers; their geographical location, their buying habit etc.

This way, you can send your subscribers messages that resonate more with their needs and interest. This makes it more likely for them to take up your offer.

3. Personalization:

Personalizing your emails is also another proven way top app development companies can boost their email marketing campaign.

Rather than sending a generalized email to all your subscribers using the boring “dear reader”, you can replace this with the recipient’s name.

Current emailing software allows users to interchange the generalized address pattern with the recipient’s name. This creates a feeling of camaraderie and trust and increases the chance of your email being opened and read.

4. Keep it simple:

It gets pretty confusing and annoying when you open a webpage and you are bombarded by flashy graphics, huge fonts and some other elements that obstruct the main content of the page.

Most times people just abandon such pages and head to alternative one. In order to prevent irritating their audience and potential customers, top app development companies need to keep their layout as simple as possible.

You should make it look professional. A good number of people often mistake simplicity with being cheap or substandard, and complexity with top-notch. That is far from the truth. The most successful campaigns and websites (Facebook, Google, and Instagram etc.) are built on simplicity and ease of use.

5. A powerful call to action:

There is no point sending dozens of emails if you don’t tell your readers what you want them to do with.

Call-to-action is an important element of a successful email marketing campaign. It is the push that is sometimes needed to turn a reader into a customer.

A call to action can ask customers to make a purchase, to subscribe to a newsletter, click on a link, fill a survey form etc.

Email marketing example from Netflix.

6.Proper formatting:

The manner by which the content of your email is presented also goes a long way in determining the success of your campaign.

Firstly, learn to use catchy titles and engaging opening lines. Your opening lines must be geared at holding and sustaining the attention of your readers.

Your opening paragraphs must be such as to highlight the subject matter of the content. Do not beat around the bush, you will lose your readers before they get to the sweet part.

Also, mobile app developers have to observe proper formatting of their content so as to make them easily readable. This will include using short paragraphs, using keywords and phrases that are relevant to their content, using bullet points to allow their audience be able to skim through their content and identify the key points, using of images to illustrate message etc.

7. Ability to unsubscribe:

This may seem like a point that is a successful email marketing campaign but it is actually beneficial to it.

For some reasons, a subscriber may want to opt out of your mailing list. If they are unable to or they find extremely difficult to, they may flag your email as spam and this will cause you problems down the line.

8. Ensure it is mobile friendly:

We are in the age of smartphones where the majority of users access the web via their phones than on their desktops.

Therefore, to have a successful email marketing campaign top app development companies must ensure that their emails are mobile friendly.

They must be able to open on mobile without any of the elements of the email missing. One way to confirm how mobile friendly your emails are is to subscribe to your newsletter and then view it on your smartphone.


9. Test:

Before you send out emails ensure that you test and double check your message. Make sure all the properties and links to the email are working properly.

You should also check it on different platforms and on a variety of mobile devices. For a more efficient testing, you can utilize tools like Litmus. This tool tests and provides screenshots of your email as it would appear on different email platforms.

It is bad practice to send mass email without testing. If there is any major error this could damage the credibility of your brand tremendously.

10. Monitor your data:

For an effective email marketing campaign to promote your mobile app, it is important that you monitor your data. Take note of how many of your subscribers actually opened their emails and how many carried out the expected action. Other information such as time of day people opened the messages is also equally important.

You can also read more about personalization of mobile app and evolution of app design articles to learn more about.

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How Does Storytelling Work And Why It Should Be Used In E-Mailing



How Does Storytelling Work And Why It Should Be Used In E-Mailing

We tell each other stories all the time: at family dinners, at friendly parties, during office lunches, sharing photos on social media, shooting dozens of stories a day. And this information sits much more firmly in our heads than just the facts.

Because when we read stories, our brain uses not only the language part of the brain, which converts words into meanings but also the parts of the brain that deal with emotions. We imagine taste, smell, color, and movement by combining what we’ve heard with our own personal experiences.

What is storytelling, where does it come from and where is it used

Storytelling is a method of conveying information in the form of a story in order to engage the listener’s sensory and emotional experience.

It is the emotional connection to the brand and the company that determines the audience’s affection and trust. And a story is a great way to start this attachment. Storytelling is more than simply that. Any story resolves a conflict, “does irreparable good”, or solves a problem.

How storytelling works

Our brain only engages the left hemisphere when we hear boring facts. Stories include the right hemisphere, which generates images, pictures, emotions. It is a chemical reaction that produces oxytocin, which creates the trust necessary for the success of any deal. When you bring in the emotional connection created by the story, the client doesn’t need to be persuaded.

Commercial storytelling serves several functions.

  • Propaganda
  • Unification
  • Communication
  • Influence


Stories have the power to inspire, persuade, and convince. They have the potential to be long-lasting and drive others to do useful things. In early 2017, Nike, for example, promoted women’s freedom of choice in sports.


Stories help to shape a project’s, brand’s, and/or company’s culture and establish a common identity. Lego came up with a cute commercial, utilizing a sketch from one family’s life to demonstrate how to bring together customers and a company that creates cubes, after which parents stop walking barefoot in the house.


Stories inspire trust, and trust is the key to understanding. The greater the understanding, the more effective the communications that lead to the goal.


Stories inspire and build credibility. Steve Jobs was a brilliant entrepreneur, inventor, and industrial designer, as everyone knew. And when he gave his famous Stanford speech, the world recognized him as a wise man in whom one believes unconditionally.

Features of commercial stories

To build storytelling into a company’s marketing, you need to:

  • formulate the purpose of the story;
  • be client-oriented;
  • use the “situation-problem-solution” scheme;
  • show the audience the value of the brand;
  • if possible, use a story to engage the audience or make the client a full participant in it.

How to tell stories that people will believe

You don’t have to be a talented storyteller, creative research paper writer, or director to come up with a story. It is enough to take a plot, phenomenon, or event that really changed your life or the life of someone around you.

Stories can tell:

  • about the creation of the product;
  • about working with clients;
  • about successes and failures;
  • directly about the product;
  • about the company;
  • about anything in general, directly or indirectly related to your business.

Ways to tell a story

Marketers don’t just tell stories with text or video. It can be comics, cards, offline speeches, podcasts, other formats for presenting content, and even multimedia. The main thing is to follow the algorithm.

Storytelling algorithm

Analysis of the target audience for storytelling

True, but marketers and other associated professionals frequently overlook this step, despite the fact that any marketing activities, whether launching an ad campaign or implementing a new product, begins with research on the target audience.

Before telling a story to readers or listeners, you should assess their prior experiences and listening skills. After that, bet on the ones who are more loyal and receptive.

The main idea of storytelling

In marketing, a commercial story catches the user’s attention and establishes an emotional link to the brand, resulting in trust and leading the customer to take a specific action.

When starting to build storytelling in a company, a marketer should keep in mind that there is a story behind every fact. It begins the moment a fact is discovered, and its impact on the further course of events is obvious. This fact becomes important to a certain audience when it somehow affects the context of that audience.

Choosing a hero for storytelling

The stories that a company tells about its job or product are dependent on the client’s context – their life, habits, and interests – rather than the company itself. The main character could be the client’s image or the image of the relative (mother, spouse, child). It could also be a pet, a household object, or another familiar object.

The character is usually drawn from a living person, and the audience thinks, “Oh, this is what my mother would do, and this is what my friend would say”. The character must be completely understood in order for you to know exactly how he would act in a certain situation – for this, you must fully develop the character.

Choosing the plot

It’s not so much about the story itself in commercial storytelling as it is about the advantage the story will give. It is critical in marketing to demonstrate how the brand can solve the customer’s problem.

That’s why storytellers base their stories on the product’s usefulness to the customer. The basis of the story is usually as follows: the hero encounters a problem and solves it with the help of the company’s product.

Storytelling in email marketing

Companies that launch mailing lists often use numbers and a simple listing of facts, and don’t want to scatter the attention of subscribers. They think, if people have already opened the letter, let them get the “maximum benefit”. But why do they need this, if trust in the company has not yet been formed? And trust cannot arise without emotion.

Stories in letters that aren’t just numbers and facts, but also include a plot, characters, and emotional attachment, can affect readings, establish a relationship between the subscriber and the brand, and involve to use of the product.

Most consumers have already developed banner blindness and don’t notice the standard advertising in newsletters, but they are not yet accustomed to letters with stories. That’s why such emails draw attention to themselves.

Features of email storytelling

Content story emails are usually lengthy, but if your story holds the reader’s attention from the beginning, the recipient is more likely to finish the email and possibly take targeted action.

Important: storytelling in a letter begins with the subject and the preheader. No matter how exciting the story is in the letter, it may not be opened at all if the headline is boring.

Storytelling techniques in emails

You can tell stories in letters in the following ways:

  • Blog article announcements as standalone stories.
  • A short story that leads to a targeted action.
  • Letter from the blog editor.
  • Stories in article previewsю
  • Quotes and stories from the brand’s customersю
  • Stories with a brand mascot.
  • Cases.
  • Comics.

You can also include videos in mailings, tell jokes in letters, start a series of letters, conclude each letter with an intrigue – so the reader expects the next one, and use a variety of formats (text + photos + video) in your mailings.

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