Email Marketing A|B Split Testing Clinic (Blue Sky Factory User Conference)

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Email Marketing A|B Split Testing Clinic (Blue Sky Factory User Conference)

  1. 1. Baltimore, Maryland Blue Sky Factory Driving Email Marketing Performance A/B Split Testing Clinic Christopher Penn & Lindsay Clark Copyright Blue Sky Factory 2010
  2. 2. A/B Split Testing Clinic Copyright Blue Sky Factory 2010 What will we be discussing today? • Why Test At All • What To Test • How To Test in Publicaster • Measuring Testing Results • Q & A
  3. 3. Why Test At All? Copyright Blue Sky Factory 2010 Cost-effective. Time efficient. Better engagement. Better results.
  4. 4. Why Test At All? Copyright Blue Sky Factory 2010 Who: Digital magazine service What: Tested using longer subject lines Result: Opens jumped 500%
  5. 5. Why Test At All? Copyright Blue Sky Factory 2010 Who: Travel website What: Added first-name personalization to subject lines Result: Lifted open rates 10%
  6. 6. Why Test At All? Copyright Blue Sky Factory 2010 Who: Large technology vendor What: Change text link to a button Result: Increased clicks by 67%
  7. 7. Why Test At All? Copyright Blue Sky Factory 2010 Who: B2B publisher What: Added relevant image near the call- to-action Result: Lifted total clicks by over 50%
  8. 8. Copyright Blue Sky Factory 2010 What to Test?

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