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Testing: Remember, One Variable at a Time
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Testing: Remember, One Variable at a Time



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  • 1. Testing: Remember, One Variable at a Time
  • 2.
    • Proofing or technology testing
      • This involves testing the technical side of things to make sure your email is delivered in the way in which you intended
    • Variable testing
      • Assesses the impact campaign components have on the success of your transmission
    Two types of testing
  • 3. Proofing
    • Why is it important
      • It is the foundation to quality marketing communications and if neglected, some of your audience may not be able to read your e-mail
    • How
      • Check your e-mail in different browsers and versions
        • Internet Explorer, Firefox, Safari and Chrome
      • Check in different IP addresses, even if this involves leaving your office to get a different IP address
      • Check with different email clients
        • Gmail, Outlook, Endora, etc
  • 4. Variables, the fun part
    • Three elements
      • List, offer and creative
    • Split-cell testing or A/B testing
      • A test requires a control and a variable
      • Can only apply this to one element at a time
      • Testing more than one element at a time produces inconclusive results
  • 5.
    • Quality
      • This contributes to 40% of the success of a marketing campaign
    • Correct way of testing
      • Choose an e-mail you’ve sent to your house list that performed on par with most e-mails sent to that list
      • Change NOTHING about the e-mail you’re testing with the new lists
      • Keep the same offer, content and creative to both lists
      • If you’d like to test multiple lists at once, make sure you’re testing on the same day, at relatively the same time and have sent identical suppression lists
  • 6. Offer
    • Quality
      • Contributes to 40% of the success of a marketing campaign as well
      • It is the driving factor and enticement for people to take the action you desire
    • How to test it
      • Just like lists, only test one variable at a time
      • Don’t change the list, content or creative of the campaign
      • Remember the ROI of different offers
  • 7. Creative
    • Quality
      • Makes the least difference in a marketing campaign’s success, only 20%
    • Elements
      • Subject line-make it witty or straight to the point
      • Image-small header vs. big header
      • Color-what looks professional
      • From line-do people respond better to an e-mail from a generic send
      • HTML vs. plain text
      • Layout-callout boxes on the right or left
  • 8. Call to action
    • Full report-
    • William Tincup
    • W:
    • E:
    • P: 817-204-0400