20100319 Friday Food 8 seconds

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  • What offer should we propose?
  • What colour should we use?
  • Should I send out a personalisation in a formal or casual way?
  • What is the best incentive for a Tell-a-Friend campaign?
  • We do not know, that’s why we have to test.
  • New media often centralized in email (cf facebook updates) – complementary not able to kick email out.
  • 8Seconds Email Optimizer Optimizes in real time the content and presentation of your email campaigns and newsletters based on your customer’s preferences. 8Seconds Email Optimizer shows different images to different customers and measures statistically and in real time which image is the most successful in terms of conversion. 8Seconds Optimizer automatically shows this image to the next customers. How does 8Seconds Optimizer work? Define your variables (such as pictures, call to actions, banners). We give you a snippet of code to copy & paste into your html email or website. Our server analyses the click-through behavior of the customers who open the email or website. When the 8Seconds server has enough information from the first customers, it determines the winner. The winning combination is automatically and instantly shown to all next customers.
  • How does 8Seconds email Optimizer work technically? When the email is sent to the recipients, the images are not in the customer’s inbox yet. The images are downloaded at the moment the recipients open the email, because the email only contains a link to the creatives which are located on a server.
  • Normal setting (without 8Seconds Optimizer): An email is made of html code. This html code refers to the server of the sender. The images in the email are located on that server. The recipients download the images from the server when opening the email.
  • Optimization Setting: When the email campaign is optimized by 8Seconds Optimizer, the html code will be slightly modified. The code will refer to the 8Seconds Optimizer server. The 8Seconds Optimizer server redirects immediately to the different images which are located on the server of the sender. Example of modification html code: <a href ="http://optimizer.8seconds.be/public/tntrack.php?xm=582&eid=tne8qv6&uid= %%$ES02269A%% "><img border="0" src ="http://optimizer.8seconds.be/public/tntrack.php?xm=376&eid=tne8qv6&uid= %%$ES02269A%% " /></a>
  • New media often centralized in email (cf facebook updates) – complementary not able to kick email out.
  • The operator wondered which content would maximize the effectiveness of the campaign. They decided to create different images and test them with 8Seconds Optimizer. In this way, the recipients will point out what works best.
  • 20100319 Friday Food 8 seconds

    1. 2. <ul><li>Lessons we’ve learned. </li></ul><ul><li>How testing in email marketing can make the difference </li></ul><ul><ul><ul><li>Why test </li></ul></ul></ul><ul><ul><ul><li>What to test </li></ul></ul></ul><ul><ul><ul><li>How to test </li></ul></ul></ul><ul><ul><ul><li>Case study </li></ul></ul></ul><ul><ul><ul><li>Lessons we’ve learned </li></ul></ul></ul>
    2. 3. <ul><li>Lessons we’ve learned. </li></ul>Why test?
    3. 9. Stop guessing, start testing and… <ul><li>Understand your audience behaviour and preferences </li></ul><ul><li>Identify and solve specific problems </li></ul><ul><li>Increase CTR </li></ul><ul><li>Increase ROI </li></ul>a good emailcampaign = a campaign that was better than the previous one
    4. 10. <ul><li>Lessons we’ve learned. </li></ul>What to test?
    5. 11. design Timing frequency copy images offers subject sender buttons
    6. 12. Testing design and images: most effective to increase ROI * Results from “Email Survey: Use of testing in email marketing”, by eROI
    7. 13. <ul><li>Lessons we’ve learned. </li></ul>How to test? A/B testing Multivariate testing
    8. 14. AB testing Email A Email B Email C Email D 2000 recipients 2000 recipients 2000 recipients 2000 recipients
    9. 16. Analyze reports…
    10. 17. Send best version to the remaining recipients
    11. 18. AB testing <ul><li>Time consuming </li></ul>
    12. 19. AB testing <ul><li>Difficulties interpreting reports </li></ul><ul><li>Size of test batch? </li></ul>
    13. 20. AB testing <ul><li>Uncertainty about interpretation of results </li></ul><ul><li>Which elements increased conversion: </li></ul><ul><li>The header? The call to action? The image? </li></ul>
    14. 21. AB testing <ul><li>+ Easy to set up </li></ul><ul><li>+ Accessible </li></ul><ul><li>— Time consuming </li></ul><ul><li>— Uncertainty about interpretation of results </li></ul><ul><li>— Limited number of combinations </li></ul>
    15. 22. Multivariate testing & Optimization <ul><li>Real time optimization </li></ul><ul><li>Based on click-through behaviour </li></ul>
    16. 23. How 8Seconds Email Optimizer works <ul><li>Time difference between sending the email and viewing the images </li></ul>2. Download images 1. Receive email
    17. 24. How 8Seconds Email Optimizer works
    18. 25. How 8Seconds Email Optimizer works
    19. 26. Real time MVT&O <ul><li>Dynamically adapting content and presentation </li></ul><ul><li>Statistical significant </li></ul><ul><li>Numerous combinations possible </li></ul><ul><li>Limited to images </li></ul><ul><li>Uses first recipients as guinea pigs </li></ul>
    20. 27. <ul><li>Lessons we’ve learned. </li></ul>Case study
    21. 28. Case study <ul><li>Telecomoperator  </li></ul><ul><ul><li>TELL A FRIEND </li></ul></ul><ul><li>Approx. 140.000 addresses </li></ul><ul><li>Goal: Convince a friend </li></ul><ul><li>Which present will maximize the effectiveness of the campaign? </li></ul>
    22. 29. Prize testing <ul><li>+ 51 % </li></ul><ul><li>Unique views to determine winner </li></ul><ul><li>70825 Remaining viewers only saw winning prize </li></ul>
    23. 30. 78.025 unique views 6258 unique views 6% 5% 4% 3% 2% 1% 0%
    24. 31. <ul><li>Lessons we’ve learned. </li></ul>Lessons we’ve learned
    25. 32. Don’t make me think + 23 % + 58%
    26. 33. Colours matter + 23 % + 30 %
    27. 34. Show them products + 58 %
    28. 35. Tell them what they will get + 230 % Visit our website + 72 % + 44 %
    29. 36. Tell them what they will get, but don’t be too pushy
    30. 37. Tell them what they will get, but don’t be too pushy + 72 % + 301 % 35% OFF Enter the Sale Now! View the exclusive collection for sale now
    31. 38. Personal touch + 830 % + 202 %
    32. 39. And sometimes we don't know why +27 %
    33. 40. + 118 % + 90 %
    34. 41. <ul><li>Lessons we’ve learned. </li></ul>So… What is a good emailcampaign? You don’t know, so, start testing
    35. 42. <ul><li>Lessons we’ve learned. </li></ul>Contact Pieter Wuyts - Account Director email: pieter@8seconds.net - mobile: +32 479 98 95 19

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