From good to great email marketing: how testing can make the difference.

Email Marketing Forum

Lessons we’ve learned.
How testing in email marketing can make the difference
Why test
What to test
How to test
Case study
Lessons we’ve learned

Why test? What will appeal most to your recipients?

We don’t know the preferences of our recipients. So, we need to test…

Stop guessing, start testing and…
Understand your audience behaviour and preferences
Identify and solve specific problems
Increase CTR
Increase ROI
a good emailcampaign = a campaign that was better than the previous one

What to test?

design Timing frequency copy images offers subject sender

Testing design and images: most effective to increase ROI * Results from “Email Survey: Use of testing in email marketing”, by eROI

How to test? A/B testing Multivariate testing

AB testing Email A Email B Email C Email D 2000 recipients 2000 recipients 2000 recipients 2000 recipients

Analyze reports…

Send best version to the remaining recipients

AB testing
Time consuming

AB testing
Statistical invalid testing scenario’s
Size of test batch?

AB testing
Uncertainty about interpretation of result
Which elements increased conversion:
The header? The call to action? The image?

AB testing
+ Easy to set up
+ Accessible
— Time consuming
— Uncertainty about statistical validity
— Uncertainty about interpretation of results
— Limited number of combinations

Multivariate testing & Optimization
Real time optimization
Based on click-through behaviour

How 8Seconds Email Optimizer works
Time difference between sending the email and viewing the images
2. Download images 1. Receive email

How 8Seconds Email Optimizer works

Real time MVT&O
Dynamically adapting content and presentation
Statistical significant
Numerous combinations possible
Accessible
Uses first recipients as guinea pigs

Case study

Case study
Telecomoperator 
TELL A FRIEND
Approx. 140.000 addresses
Goal: Convince a friend
Which present will maximize the effectiveness of the campaign?

Prize testing
+ 51 %
Unique views to determine winner
70825 Remaining viewers only saw winning prize

78.025 unique views 6258 unique views 6% 5% 4% 3% 2% 1% 0%

Lessons we’ve learned

Don’t make me think + 23 % + 58%

Colours matter + 11 %

Colours matter + 23 % + 30 %

Show them products + 58 %

Tell them what they will get + 230 % Visit our website + 72 % + 44 %

Tell them what they will get, but don’t be too pushy

Tell them what they will get, but don’t be too pushy + 72 % + 301 % 35% OFF Enter the Sale Now! View the exclusive collection for sale now

Personal touch + 830 % + 202 %

Offer testing + 59 %

So… What is a good emailcampaign? You don’t know, so, start testing

Contact Pieter Wuyts - Account Director email: pieter@8seconds.net - mobile: +32 479 98 95 19

From good to great email marketing: how testing can make the difference.

by 8Seconds on Nov 27, 2009

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From good to great email marketing: how testing can make the difference. — Presentation Transcript