Testing: Remember, One Variable at a Time

512 views
459 views

Published on

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
512
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Testing: Remember, One Variable at a Time

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

×