MCollege_EmailTesting10

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Presentation given on how to test email campaigns at NGS Annual Email Marketing Meeting 2010

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MCollege_EmailTesting10

  1. 1. Email Testing <ul><li>Testing allows you to know what is going on with your subscribers. </li></ul><ul><li>Testing can help understand your subscribers behavior and preferences. </li></ul><ul><li>Testing can help identify and solve specific problems in email campaigns. </li></ul><ul><li>Testing increases ROI. 5 </li></ul>
  2. 2. A/B vs. Multivariate Testing <ul><li>A/B testing is where control content (A) is compared to test content (B) with the goal of improving email campaign performance. 4,5 </li></ul><ul><li>Multivariate testing lets you test several changes at once. 4,5 </li></ul>
  3. 3. Q: What Can You Test? A: Almost Anything. <ul><li>Banner Ad placement </li></ul><ul><li>Color </li></ul><ul><li>Language </li></ul><ul><li>Email content/images </li></ul><ul><li>Call-to-Action </li></ul><ul><li>Landing Pages </li></ul><ul><li>Frequency </li></ul><ul><ul><li>From-addresses </li></ul></ul><ul><ul><li>Subject lines </li></ul></ul><ul><ul><li>Layouts </li></ul></ul><ul><ul><li>Promotion/Offers </li></ul></ul><ul><ul><li>Segmentation strategies </li></ul></ul><ul><ul><li>Deployment date or time </li></ul></ul><ul><ul><li>Creative/Design </li></ul></ul>
  4. 4. How Do I Begin? Email Marketing experts encourage testing with every email campaign. Step 1 : Review your current email campaigns and results. Step 2 : Decide on one aspect that you think could be changed to make a difference to your email results.  Step 3 : Design your test. Step 4 : Deploy the email. Step 5 : Analyze your results. 6
  5. 5. The Test Results <ul><li>After your test deploys, analyze the results. What does the data tell you? 2 </li></ul><ul><li>Analyze how your subscribers are interacting with your email and see how they manage preferences, share content, convert, etc. 2 </li></ul>
  6. 6. NG Books Creative Test <ul><li>Subject line : A sneak preview of our Winter Book Sale for special customers </li></ul>Total List Size : 91,763 Creative A : 11.5% open rate; 19.2% click through rate; 26 orders; 111 units Creative B : 14.3% open rate; 20.1% click through rate; 49 orders; 246 units
  7. 7. Summary Report
  8. 8. Click Map
  9. 9. References <ul><li>1. Lyris, Inc., 25 Essentials for Exceptional Email Campaigns (Whitepaper, 2009). </li></ul><ul><li>2. ExactTarget, Five Resolutions Every Marketer Must Make in 2010 (Whitepaper, 2009). </li></ul><ul><li>3. O’Sullivan, Cathi. 6 Steps to Successful Email Testing (Lyris, Inc., 2009). </li></ul><ul><li>4. Mills, Jeff. Best Practices for email campaign testing ( http://www.imediaconnection.com ). </li></ul><ul><li>5. eROI, Email Survey: Use of Testing in Email Marketing Results (Whitepaper, 2009). </li></ul><ul><li>6. Lawson-Matthew, Joanna. Email A/B Testing and …Chemistry?!? (October 2008). </li></ul>
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