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Real-Time Testing: 8Seconds/Silverpop Webinar
 

Real-Time Testing: 8Seconds/Silverpop Webinar

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Real-time image optimization allows the marketer to create different versions of a single email, with each version incorporating different elements such as photos, promotions, calls to action, ...

Real-time image optimization allows the marketer to create different versions of a single email, with each version incorporating different elements such as photos, promotions, calls to action, banners, prices, etc. When the email has been sent, recipients are shown another combination of images. The email is then optimized for remaining subscribers based on the winning combination shown to previous recipients. The system learns in real time which image-based content leads to the highest conversion rate. This Silverpop Webinar features Pieter Wuyts with 8Seconds discussing different types of testing, cases study examples and how real-time testing works.

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Real-Time Testing: 8Seconds/Silverpop Webinar Real-Time Testing: 8Seconds/Silverpop Webinar Presentation Transcript

  • Next Generation Email: Real-Time Content Testing and Optimization
    Pieter Wuyts, 8 Seconds
  • Speakers and Agenda
    Pieter Wuyts
    Account Director
    8Seconds
    Loren McDonald
    VP, Industry Relations
    Silverpop
    Moderator
    Agenda
    Why test?
    What to test?
    How to test?
    Case study
    Lessons Learned
    Q & A
  • Lessons we’ve learned.
    Why test?
  • US: Attendee: 1-323-417-4600, access code 358-688-108
  • Stop guessing, start testing …
    To find out what your readers…
    Want to see in your emails…
    At that moment in time;
    And to solve specific problems
    a good email campaign =
    a campaignthat was betterthan the previousone
  • Lessons we’ve learned.
    What to test?
  • sender
    Timing
    frequency
    subject
    design
    offers
    copy
    buttons
    images
  • Testing design and images:
    most effective to increase ROI
    * Resultsfrom “Email Survey: Use of testing in email marketing”, byeROI
  • Lessons we’ve learned.
    How to test?
    A/B Split testing
    Multivariate testing
  • AB testing
    Email A
    2000 recipients
    Email B
    2000 recipients
    Email C
    2000 recipients
    Email D
    2000 recipients
  • Analyze reports…
  • Send best version to the remaining recipients
  • Lessons we’ve learned.
    AB testing:
    Disadvantages?
  • AB testing
    Time consuming
  • AB testing
    Difficulties interpreting reports
    Size of test batch?
  • AB testing
    Uncertainty about interpretation of results
    Which elements increased conversion:
    The header? The call to action? The image?
    A
    Highest CTR
    B
    Highest Open Rate
    C
    Most popular product
  • AB testing
    + Easy to set up
    + Easy accessible
    + All elements can be tested
    — Time consuming
    — Uncertainty about interpretation of results
    — Limited number of combinations
  • Lessons we’ve learned.
    How to test?
    A/B Split testing
    Multivariate testing
  • Multivariate testing & Optimization
    Multiple creatives are tested simultaneously
    Buttons, promotions, offers, calls to action
    Real time optimization, after the send
    Basedonclick through or conversion behaviour
  • How 8Seconds Email Optimizer works
    Time difference between sending the email and viewing the images
    2. Download images
    1. Receive email
  • How 8Seconds Email Optimizer works
  • How 8Seconds Email Optimizer works
  • Real time MVT&O
    + Dynamically adapting content after the send
    + Statistical significant
    + Multiple combinations possible
    4 images, 3 options each  81 unique combinations
    - Limited to images
    - Need of 3rd party tool
  • Lessons we’ve learned.
    Case study
  • Case study
    Telecom operator 
    TELL A FRIEND
    Approx. 140,000 addresses
    Goal: Convince a friend
    Which present will maximize the effectiveness of the campaign?
  • Prize testing
    + 51 %
    Unique views to determine winner
    70,825 Remaining viewers only saw winning prize
  • 6%
    5%
    4%
    3%
    2%
    1%
    0%
    Click-throughrate
    78.025 unique views
    6258 unique views
  • Lessons we’ve learned.
    Lessons we’ve learned
  • Don’t make me think
    + 23 %
    + 58%
  • Colors matter
    + 23 %
    + 30 %
  • Show them products
    + 58 %
  • Tell them what they will get
    + 230 %
    Visitour website
    Click here to see the online demo
    + 72 %
    + 44 %
  • Tell them what they will get,but don’t be too pushy
  • Tell them what they will get,but don’t be too pushy
    Click and save online
    Leaf through brochure
    + 301 %
    35% OFF
    Enter the Sale Now!
    View the exclusivecollectionforsalenow
    + 72 %
  • Personal touch
    + 830 %
    + 202 %
  • And sometimes we don't know why
    +27 %
  • (Already now 70% Off)
    + 118 %
    + 90 %
  • Lessons we’ve learned.
    So…
    What is a good email campaign?
    You don’t know,
    so, start testing
  • Resources / Contact Information
  • Resources
    Resource Center
    White papers
    Webinars
    Blogs
    Case studies
    Newsletters
    http://www.silverpop.com/marketing-resources/index.html
    Many presentations on SlideShare
    www.slideshare.net/Silverpop
  • Next Webinar
    Date
    May 20
    2 pm ET/11 am PT
    Topic:
    The 7 Secrets to Recovering Abandoned Shopping Carts
    Charles Nicholls, SeeWhy
  • Contact Information / Q & A
    Pieter Wuyts
    pieter@8seconds.net
    www.8seconds.net
    mobile: +32 479 98 95 19
    Loren McDonald
    lmcdonald@silverpop.com
    Twitter: @LorenMcDonald
    Twitter: @silverpop
  • Thank You!On Twitter: @Silverpopwww.slideshare.net/silverpopwww.silverpop.com