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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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    • 1. Next Generation Email: Real-Time Content Testing and Optimization
      Pieter Wuyts, 8 Seconds
    • 2. 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
    • 3. Lessons we’ve learned.
      Why test?
    • 4. US: Attendee: 1-323-417-4600, access code 358-688-108
    • 5.
    • 6.
    • 7.
    • 8.
    • 9. 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
    • 10. Lessons we’ve learned.
      What to test?
    • 11. sender
      Timing
      frequency
      subject
      design
      offers
      copy
      buttons
      images
    • 12. Testing design and images:
      most effective to increase ROI
      * Resultsfrom “Email Survey: Use of testing in email marketing”, byeROI
    • 13. Lessons we’ve learned.
      How to test?
      A/B Split testing
      Multivariate testing
    • 14. AB testing
      Email A
      2000 recipients
      Email B
      2000 recipients
      Email C
      2000 recipients
      Email D
      2000 recipients
    • 15.
    • 16. Analyze reports…
    • 17. Send best version to the remaining recipients
    • 18. Lessons we’ve learned.
      AB testing:
      Disadvantages?
    • 19. AB testing
      Time consuming
    • 20. AB testing
      Difficulties interpreting reports
      Size of test batch?
    • 21. 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
    • 22. AB testing
      + Easy to set up
      + Easy accessible
      + All elements can be tested
      — Time consuming
      — Uncertainty about interpretation of results
      — Limited number of combinations
    • 23. Lessons we’ve learned.
      How to test?
      A/B Split testing
      Multivariate testing
    • 24. 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
    • 25. How 8Seconds Email Optimizer works
      Time difference between sending the email and viewing the images
      2. Download images
      1. Receive email
    • 26. How 8Seconds Email Optimizer works
    • 27. How 8Seconds Email Optimizer works
    • 28. 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
    • 29. Lessons we’ve learned.
      Case study
    • 30. Case study
      Telecom operator 
      TELL A FRIEND
      Approx. 140,000 addresses
      Goal: Convince a friend
      Which present will maximize the effectiveness of the campaign?
    • 31. Prize testing
      + 51 %
      Unique views to determine winner
      70,825 Remaining viewers only saw winning prize
    • 32. 6%
      5%
      4%
      3%
      2%
      1%
      0%
      Click-throughrate
      78.025 unique views
      6258 unique views
    • 33. Lessons we’ve learned.
      Lessons we’ve learned
    • 34. Don’t make me think
      + 23 %
      + 58%
    • 35. Colors matter
      + 23 %
      + 30 %
    • 36. Show them products
      + 58 %
    • 37. Tell them what they will get
      + 230 %
      Visitour website
      Click here to see the online demo
      + 72 %
      + 44 %
    • 38. Tell them what they will get,but don’t be too pushy
    • 39. 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 %
    • 40. Personal touch
      + 830 %
      + 202 %
    • 41. And sometimes we don't know why
      +27 %
    • 42. (Already now 70% Off)
      + 118 %
      + 90 %
    • 43. Lessons we’ve learned.
      So…
      What is a good email campaign?
      You don’t know,
      so, start testing
    • 44. Resources / Contact Information
    • 45. 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
    • 46. Next Webinar
      Date
      May 20
      2 pm ET/11 am PT
      Topic:
      The 7 Secrets to Recovering Abandoned Shopping Carts
      Charles Nicholls, SeeWhy
    • 47. 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
    • 48. Thank You!On Twitter: @Silverpopwww.slideshare.net/silverpopwww.silverpop.com

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