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MCollege_Testing11

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

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


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Transcript

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