Testing, Reporting, and Analytics…Oh My!<br />Lori Ely, Informz<br />
Title<br /><ul><li>Bullet 1
Bullet 2
Bullet 3</li></li></ul><li>Email Testing<br />
3 Steps of Email Testing<br />Step 1: Create your target groups.<br />       - A/B Split Test   - Group 1: the control gro...
3 Steps of Email Testing<br />Step 2: Choose your goal.<br />       - Increase open rates<br />       - Increase clicks<br...
3 Steps of Email Testing<br />Step 3: Choose a tactic to test.<br />
Email Testing<br />Trying to increase opens?<br />Test the subject line<br />    - description of message vs. call to acti...
Email Testing<br />Test the from address- Organization’s name-  Department’s name-  Individual’s name<br />
Email Testing<br />Test the email timing- Time of day- Day of the week<br />
Email Testing<br />Trying to Increase Click Thrus?<br />Test the Content or Offer of the Email<br />- Location of link/cal...
Email Testing<br />Trying to decrease unsubcribes?<br />Test the content and targeting<br />Test the email frequency<br />
Email Testing<br />The other part of testing:Do you know how your email renders?<br />
Analytics and Reporting<br />
Analytics and Reporting<br />Testing and Reporting Work Together<br />
Analytics and Reporting<br />Testing and Reporting Work Together<br />
Analytics and Reporting<br />Testing and Reporting Work Together<br />Group A<br />Group B<br />
Analytics and Reporting<br />Routine Metrics to Watch<br />     - Delivery<br />     - Bounces<br />     - Opens<br />    ...
Analytics and Reporting<br />Commonly Overlooked Metrics<br />    - Subscription rates<br />    - Unsubscribe rates<br /> ...
Analytics and Reporting<br />Commonly Overlooked Metrics<br />     - Forwards & Send-to-a-friend<br />     - Social Sharin...
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Testing, Reporting, and Analytics... Oh My!

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This webinar is perfect for those who are looking to create more effective email marketing programs. Attendees can expect to learn how to create an effective testing program, what to look for in email reporting and analytics, and how to best use analytics to determine success and create emarketing goals.

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Testing, Reporting, and Analytics... Oh My!

  1. 1. Testing, Reporting, and Analytics…Oh My!<br />Lori Ely, Informz<br />
  2. 2. Title<br /><ul><li>Bullet 1
  3. 3. Bullet 2
  4. 4. Bullet 3</li></li></ul><li>Email Testing<br />
  5. 5. 3 Steps of Email Testing<br />Step 1: Create your target groups.<br /> - A/B Split Test - Group 1: the control group - Group 2: the test group<br />
  6. 6. 3 Steps of Email Testing<br />Step 2: Choose your goal.<br /> - Increase open rates<br /> - Increase clicks<br /> - Decrease unsubscribers or opt-outs<br /> - Choose ONE goal at a time!<br />
  7. 7. 3 Steps of Email Testing<br />Step 3: Choose a tactic to test.<br />
  8. 8. Email Testing<br />Trying to increase opens?<br />Test the subject line<br /> - description of message vs. call to action<br /> - personalization vs. no personalization<br /> - date vs. no date<br /> - short vs. long <br />
  9. 9. Email Testing<br />Test the from address- Organization’s name- Department’s name- Individual’s name<br />
  10. 10. Email Testing<br />Test the email timing- Time of day- Day of the week<br />
  11. 11. Email Testing<br />Trying to Increase Click Thrus?<br />Test the Content or Offer of the Email<br />- Location of link/call to action<br /> - Include an expiration date vs. no date<br /> - Short vs. long copy<br /> - Link the words “click here” vs. the full sentence<br />
  12. 12. Email Testing<br />Trying to decrease unsubcribes?<br />Test the content and targeting<br />Test the email frequency<br />
  13. 13. Email Testing<br />The other part of testing:Do you know how your email renders?<br />
  14. 14. Analytics and Reporting<br />
  15. 15. Analytics and Reporting<br />Testing and Reporting Work Together<br />
  16. 16. Analytics and Reporting<br />Testing and Reporting Work Together<br />
  17. 17. Analytics and Reporting<br />Testing and Reporting Work Together<br />Group A<br />Group B<br />
  18. 18. Analytics and Reporting<br />Routine Metrics to Watch<br /> - Delivery<br /> - Bounces<br /> - Opens<br /> - Clicks<br />
  19. 19. Analytics and Reporting<br />Commonly Overlooked Metrics<br /> - Subscription rates<br /> - Unsubscribe rates<br /> - Subscription sources<br />
  20. 20. Analytics and Reporting<br />Commonly Overlooked Metrics<br /> - Forwards & Send-to-a-friend<br /> - Social Sharing<br /> - Whose most engaged?<br /> - Inactives<br />
  21. 21. Thank You for Joining Us!<br />Questions?<br />advisor@informz.com<br />Connect with us!<br />www.twitter.com/informz<br />www.slideshare.net/informz<br />www.informz.com<br />

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