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The Benefits of Email Testing   Melody College
What Can Email Testing Do? <ul><li>Testing helps you understand your subscribers’ behaviors and preferences. </li></ul><ul...
Are You Thinking Big Enough? <ul><li>Do you measure your email campaigns against industry benchmarks?  </li></ul><ul><li>I...
<ul><li>“ Never change. Never test. Assume that since you are making money, everything is ok.”   – Andrew Kordek, Chief St...
It’s Time To Evolve…. <ul><li>The days of “blast and batch” are gone.  </li></ul><ul><li>Marketing messages need to be  re...
Relevant…Targeted…Personalized!
 
 
Food For Thought... <ul><li>Wording </li></ul><ul><li>Location </li></ul><ul><li>Coding and format </li></ul><ul><li>Shape...
Learn From Your Tests <ul><li>Document your results </li></ul><ul><li>Start with the basics </li></ul><ul><li>Give your te...
TEST WITH EVERY EMAIL CAMPAIGN
Which Test Won?
Which Test Won? <ul><li>Subject Line Test </li></ul><ul><li>A: Account Update from National Geographic Traveler </li></ul>...
Which Test Won? <ul><li>Time of Day Test </li></ul><ul><li>Version A sent 9 a.m. </li></ul><ul><li>Version B sent 3 p.m. <...
Which Test Won?
Which Test Won? <ul><li>Subject Line Test </li></ul><ul><li>A: Howie Mandel learns to “deal” with his chomping Chihuahua  ...
TEST WITH EVERY EMAIL CAMPAIGN
Resources <ul><li>http://whichtestwon.com/ </li></ul><ul><li>http://www.abtests.com/ </li></ul><ul><li>http://www.email-ma...
It’s Time To Play….
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MCollege_Testing11

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Presentation given about the benefits of email testing, March 2011.

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Transcript of "MCollege_Testing11"

  1. 1. The Benefits of Email Testing Melody College
  2. 2. What Can Email Testing Do? <ul><li>Testing helps you understand your subscribers’ behaviors and preferences. </li></ul><ul><li>Testing helps identify and solve specific problems in email campaigns. </li></ul><ul><li>Testing increases ROI. </li></ul><ul><li>Testing is the only way to optimize response. </li></ul>
  3. 3. Are You Thinking Big Enough? <ul><li>Do you measure your email campaigns against industry benchmarks? </li></ul><ul><li>Is testing part of your email marketing strategy? </li></ul><ul><li>Are you only looking for statistically significant results? </li></ul><ul><li>Are you testing small changes? </li></ul><ul><li>Do you look to see what has already been tested before trying it yourself? </li></ul><ul><li>Are you having fun with your email program? </li></ul>Source: Seven Signs You Aren't Thinking Big Enough, MediaPost Publications, Email Insider by Morgan Stewart, Co-Founder and CEO of Trendline Interactive
  4. 4. <ul><li>“ Never change. Never test. Assume that since you are making money, everything is ok.” – Andrew Kordek, Chief Strategist, Trendlineinteractive.com </li></ul>Are You Thinking Big Enough?
  5. 5. It’s Time To Evolve…. <ul><li>The days of “blast and batch” are gone. </li></ul><ul><li>Marketing messages need to be relevant, targeted, and personalized ! </li></ul>
  6. 6. Relevant…Targeted…Personalized!
  7. 9. Food For Thought... <ul><li>Wording </li></ul><ul><li>Location </li></ul><ul><li>Coding and format </li></ul><ul><li>Shape, size, colors and highlighting </li></ul>Source: You should marry me…now! What to tweak and test in your call to action - Email Marketing Reports http://www.email-marketing-reports.com/iland/2010/09/email-call-to-action.html
  8. 10. Learn From Your Tests <ul><li>Document your results </li></ul><ul><li>Start with the basics </li></ul><ul><li>Give your test 24 hours to complete </li></ul><ul><li>Look beyond clicks and open rates </li></ul><ul><li>Segmentation </li></ul><ul><li>Try multivariate testing </li></ul>Source: “If it ain’t broke, don’t fix it…” 5 Top Email Test and Learn Tips - Amy Honigfeld's blog
  9. 11. TEST WITH EVERY EMAIL CAMPAIGN
  10. 12. Which Test Won?
  11. 13. Which Test Won? <ul><li>Subject Line Test </li></ul><ul><li>A: Account Update from National Geographic Traveler </li></ul><ul><li>B: Access National Geographic Traveler Customer Service 24/7 </li></ul>
  12. 14. Which Test Won? <ul><li>Time of Day Test </li></ul><ul><li>Version A sent 9 a.m. </li></ul><ul><li>Version B sent 3 p.m. </li></ul><ul><li>Subject line: Student Photo of the Month, Upcoming Webinar, and More </li></ul>
  13. 15. Which Test Won?
  14. 16. Which Test Won? <ul><li>Subject Line Test </li></ul><ul><li>A: Howie Mandel learns to “deal” with his chomping Chihuahua </li></ul><ul><li>B: Signed copy of the Dog Whisperer’s new book for you! </li></ul>
  15. 17. TEST WITH EVERY EMAIL CAMPAIGN
  16. 18. Resources <ul><li>http://whichtestwon.com/ </li></ul><ul><li>http://www.abtests.com/ </li></ul><ul><li>http://www.email-marketing-reports.com </li></ul><ul><li>http://www.emailinstitute.com/ </li></ul><ul><li>http://www.mediapost.com/ </li></ul><ul><li>http://emailexpert.org/ </li></ul><ul><li>http://www.retailemailblog.com/ </li></ul>
  17. 19. It’s Time To Play….
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