Email marketing: test your way to success from Kath Pay at Email Marketing Day at Your Desk by Markedu

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Using the Aggregation of Marginal Gains to Test your Way to Success presentation from the Email Marketing Day at Your Desk by Markedu

Lots of easy to gain, small wins can add up to making a significant uplifts in the success of your email marketing campaign and overall program. In this session by Kath Pay she will look at some factors to test and show some inspiring examples, including:

>>> Subject lines, Landing Pages,
>>> Call to Actions and the Preview Pane
>>> How to set up an easy testing schedule

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Email marketing: test your way to success from Kath Pay at Email Marketing Day at Your Desk by Markedu

  1. 1. Kath PayCo-Founder & ConsultantUsing the Aggregation ofMarginal Gains to Test your Wayto Success 1
  2. 2. Presentationfrom Markedu’sEmail MarketingDay @Your DeskGet Markedu’s Event Alert to be notified about» the free Email Marketing Day @Your Desk» the free Social Media Marketing Day @Your Desk» the free Direct Marketing Day @Your Desk» See webinars here
  3. 3. ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 3
  4. 4. ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  5. 5. What’s their Secret?• They tested things • Endings • Scenes • Looks to camera They studied what worked and why it worked ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  6. 6. Testing is so easy online• Quick wins and big wins• Great wins• Most elements are really easy to test• Great technology to help• Results in real time• Optimisation within campaigns ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  7. 7. So why don’t we do it?• Don’t know how to• Misbelief that it is expensive• Misbelief that it is time consuming• Not being aware of the available technology out there ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 7
  8. 8. • Our opinions are worthless until tested • So are your Marketing Director’s • And as for your Managing Director’s… ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  9. 9. Testing is a Strategic Issue• How can I get more traffic for less money?• How can I get more “successful outcomes”?• What will drive up average order values?• How do I build repeat purchase and loyalty? ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  10. 10. Aggregation of Marginal GainsThe GB cycling teams winning philosophy is "aggregation ofmarginal gains”: get a lot of small things right, put them alltogether, and they add up to a significant gain.http://www.guardian.co.uk/sport/2008/aug/14/olympics2008.olympicscycling1“It means taking the 1%from everything you do;finding a 1% margin forimprovement in everythingyou do.”http://www.teamsky.com/article/0,27290,17547_5792058,00.html ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 10
  11. 11. Bad results?A great learning opportunity ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 11
  12. 12. Thomas Edison• “I have not failed. Ive just found 10,000 ways that wont work. “ ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 12
  13. 13. Some Basic Rules….• What you test will depend upon your objectives• Test functional and technical things in addition to testing to optimise the campaign• Test the strategy and other long term factors such as frequency, content strategy, contact strategy, templates, triggered responses, the customer journey etc• Easy wins are to be had in testing Subject lines, From Name, Call to actions, Landing Pages etc• When A/B split testing, only test one facet of the campaign• Ensure you measure the appropriate metric ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 13
  14. 14. Measure the appropriate metric ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  15. 15. A few rules to follow…• Always have a control to base results on • A/B Split tests • Remember time is a variable• Understand statistical concepts • Could this have happened by chance? • Do the maths before betting the farm• Test the big things first • List (segmentation) • Offer (call to action) ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  16. 16. Statistical Validity• Could this have happened by chance? http://www.emarketingdynamics.com/email-test-sample- size-calculator.asp ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  17. 17. ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  18. 18. So lets get testing…because everybody should bedoing it At all stages of the process ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  19. 19. Driving Traffic: 3 extra words - 10% more trafficBuy Online – Making it Easier … UK business mailing lists … Download … CTR: 8.6% Search: … Buy UK business mailing lists … Download … [business CTR: 9.2% mailing lists] … UK business mailing lists … Buy online and download … CTR: 9.5% ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  20. 20. Email: what can you test?• Price points • Segmentation• Discount in value • Design• Discount in % • Layout• Free Gift/access to content • Tone of Voice• Bundles • Long/short Copy• From Field • Personalisation• Subject line • Number of links• First 6 lines • Landing Page• Day of week • Frequency• Time of day • Follow-up• Text/HTML/Flash/Streaming video • Phone response• Teaser • Accelerator ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  21. 21. Don’t forget the From Name CONTROL TEST From : PriceMinister Advice From : Sophie at PriceMinister Click-Through rate: Index100 Click-Through rate : Index 156 ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  22. 22. Subject A/B length testA Jan 25 webinar: Webcasting High-Profile EventsB Jan 25 webinar: Enterprise Webcasting for High-Profile Events• B had 58.9% higher open rate• B had 279% increase in webinar registrations Courtesy of www.emailvision.com ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  23. 23. Call to Actions A B +230% ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  24. 24. Simple testScrewfix.co.uk ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  25. 25. Measuring tests Measure- Campaig Resu Campaig ResulCampaigResul Recommendatio Hypothesis Test Group Source Test Conclusion ment n lt 1 n t2 n t3 ns Buy Now Even though BuyBuy Now buttons Now doesnt Half of Reportin E09W44 TRU generates highergenerates more sales Sales E09W46A TRUE generate more remainder g C E sales than Morethan More Info clicks, the call to Info action results in more sales and Random Buy Now did not so is moreBuy now generates 200k v Email E09W44 FALS FALS generate more effective thanmore clicks than More clicks E09W46A Random software C E E clicks than More More Info.info 200k Info Courtesy of Screwfix.co.uk ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  26. 26. Abandoned Shopping Cart ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  27. 27. Judge the outcome not the clicks • Version A: 36% lift in paid orders; + 59% lift in number of products sold per order but less clicks than version B • Movies Unlimited’s ASCE template was sent to visitors who’d left the site before purchasing what was in their shopping carts • Everything was identical except the offers but each visitor received a personal greeting and saw the products from their shopping cart • If the marketers had picked a winner for this test based on clicks Version B would have won by 2% • This test demonstrates why you should ALWAYS measure as far beyond the initial click as possible. Your bottom line is what matterswww.whichtestwon.com ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  28. 28. Don’t forget to optimiseyour landing page ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 28
  29. 29. Landing Page: Male or Female ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  30. 30. Don’t listen to your colleagues• Version B, with the female model, convinced 108% more visitors in Norway to submit the lead gen form• Version A had a Caucasian male who looked like one of Norway’s local couriers. Version B had an Asian female• Rolf Inge Holden, Global Digital Marketing Specialist, DHL Express, said they conducted this test because marketers in some countries claim they can’t show female faces because they have no female couriers. He wondered if that was true. ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  31. 31. Combinations of Page Elements Multi-variate testing ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  32. 32. ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  33. 33. ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  34. 34. ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  35. 35. ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  36. 36. ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  37. 37. The Testing Toolkit Great Technology ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  38. 38. Split Testing for Google Adwords ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  39. 39. Multivariate testing from Google ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  40. 40. Split Run Testing from your ESP ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  41. 41. Multivariate testing within email• If you’re not testing, you’re going backwards• Test everything – all the time• Banish opinions – they’re worthless• Be strategic• Use the great tools that are out there• Track successful outcomes• Have fun! 8seconds ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
  42. 42. Presentationfrom Markedu’sEmail MarketingDay @Your DeskGet Markedu’s Event Alert to be notified about» the free Email Marketing Day @Your Desk» the free Social Media Marketing Day @Your Desk» the free Direct Marketing Day @Your Desk» See webinars here
  43. 43. Download 50 Tips:www.PlanToEngage.meKath PayE: kath@PlanToEngage.comT: @kathpay ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 43

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