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MCollege_EmailTesting10

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

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

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Transcript

  • 1. Email Testing
    • Testing allows you to know what is going on with your subscribers.
    • Testing can help understand your subscribers behavior and preferences.
    • Testing can help identify and solve specific problems in email campaigns.
    • Testing increases ROI. 5
  • 2. A/B vs. Multivariate Testing
    • A/B testing is where control content (A) is compared to test content (B) with the goal of improving email campaign performance. 4,5
    • Multivariate testing lets you test several changes at once. 4,5
  • 3. Q: What Can You Test? A: Almost Anything.
    • Banner Ad placement
    • Color
    • Language
    • Email content/images
    • Call-to-Action
    • Landing Pages
    • Frequency
      • From-addresses
      • Subject lines
      • Layouts
      • Promotion/Offers
      • Segmentation strategies
      • Deployment date or time
      • Creative/Design
  • 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. The Test Results
    • After your test deploys, analyze the results. What does the data tell you? 2
    • Analyze how your subscribers are interacting with your email and see how they manage preferences, share content, convert, etc. 2
  • 6. NG Books Creative Test
    • Subject line : A sneak preview of our Winter Book Sale for special customers
    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. Summary Report
  • 8. Click Map
  • 9. References
    • 1. Lyris, Inc., 25 Essentials for Exceptional Email Campaigns (Whitepaper, 2009).
    • 2. ExactTarget, Five Resolutions Every Marketer Must Make in 2010 (Whitepaper, 2009).
    • 3. O’Sullivan, Cathi. 6 Steps to Successful Email Testing (Lyris, Inc., 2009).
    • 4. Mills, Jeff. Best Practices for email campaign testing ( http://www.imediaconnection.com ).
    • 5. eROI, Email Survey: Use of Testing in Email Marketing Results (Whitepaper, 2009).
    • 6. Lawson-Matthew, Joanna. Email A/B Testing and …Chemistry?!? (October 2008).

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