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, 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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  • Real-Time Testing: 8Seconds/Silverpop Webinar

    1. 1. Next Generation Email: Real-Time Content Testing and Optimization<br />Pieter Wuyts, 8 Seconds<br />
    2. 2. Speakers and Agenda<br />Pieter Wuyts<br />Account Director<br />8Seconds<br />Loren McDonald<br />VP, Industry Relations<br />Silverpop<br />Moderator<br />Agenda<br />Why test?<br />What to test?<br />How to test?<br />Case study<br />Lessons Learned<br />Q & A<br />
    3. 3. Lessons we’ve learned.<br />Why test?<br />
    4. 4. US: Attendee: 1-323-417-4600, access code 358-688-108<br />
    5. 5.
    6. 6.
    7. 7.
    8. 8.
    9. 9. Stop guessing, start testing …<br />To find out what your readers…<br />Want to see in your emails… <br />At that moment in time;<br />And to solve specific problems<br />a good email campaign =<br />a campaignthat was betterthan the previousone<br />
    10. 10. Lessons we’ve learned.<br />What to test?<br />
    11. 11. sender<br />Timing<br />frequency<br />subject<br />design<br />offers<br />copy<br />buttons<br />images<br />
    12. 12. Testing design and images: <br />most effective to increase ROI<br />* Resultsfrom “Email Survey: Use of testing in email marketing”, byeROI<br />
    13. 13. Lessons we’ve learned.<br />How to test?<br />A/B Split testing<br />Multivariate testing<br />
    14. 14. AB testing<br />Email A<br />2000 recipients<br />Email B<br />2000 recipients<br />Email C<br />2000 recipients<br />Email D<br />2000 recipients<br />
    15. 15.
    16. 16. Analyze reports…<br />
    17. 17. Send best version to the remaining recipients<br />
    18. 18. Lessons we’ve learned.<br />AB testing:<br />Disadvantages?<br />
    19. 19. AB testing<br />Time consuming <br />
    20. 20. AB testing<br />Difficulties interpreting reports<br />Size of test batch?<br />
    21. 21. AB testing<br />Uncertainty about interpretation of results <br /> Which elements increased conversion: <br /> The header? The call to action? The image?<br />A<br />Highest CTR<br />B<br />Highest Open Rate<br />C<br />Most popular product<br />
    22. 22. AB testing<br />+ Easy to set up<br />+ Easy accessible<br />+ All elements can be tested<br />— Time consuming<br />— Uncertainty about interpretation of results<br />— Limited number of combinations<br />
    23. 23. Lessons we’ve learned.<br />How to test?<br />A/B Split testing<br />Multivariate testing<br />
    24. 24. Multivariate testing & Optimization<br />Multiple creatives are tested simultaneously<br />Buttons, promotions, offers, calls to action<br />Real time optimization, after the send<br />Basedonclick through or conversion behaviour<br />
    25. 25. How 8Seconds Email Optimizer works<br />Time difference between sending the email and viewing the images<br />2. Download images<br />1. Receive email<br />
    26. 26. How 8Seconds Email Optimizer works<br />
    27. 27. How 8Seconds Email Optimizer works<br />
    28. 28. Real time MVT&O<br />+ Dynamically adapting content after the send<br />+ Statistical significant<br />+ Multiple combinations possible<br /> 4 images, 3 options each  81 unique combinations<br />- Limited to images<br />- Need of 3rd party tool<br />
    29. 29. Lessons we’ve learned.<br />Case study<br />
    30. 30. Case study<br />Telecom operator <br />TELL A FRIEND<br />Approx. 140,000 addresses<br />Goal: Convince a friend<br />Which present will maximize the effectiveness of the campaign?<br />
    31. 31. Prize testing<br /> + 51 %<br /> Unique views to determine winner<br />70,825 Remaining viewers only saw winning prize<br />
    32. 32. 6%<br />5%<br />4%<br />3%<br />2%<br />1%<br />0%<br />Click-throughrate<br />78.025 unique views<br />6258 unique views<br />
    33. 33. Lessons we’ve learned.<br />Lessons we’ve learned<br />
    34. 34. Don’t make me think<br />+ 23 %<br />+ 58%<br />
    35. 35. Colors matter<br />+ 23 %<br />+ 30 %<br />
    36. 36. Show them products<br />+ 58 %<br />
    37. 37. Tell them what they will get<br />+ 230 %<br />Visitour website<br />Click here to see the online demo<br />+ 72 %<br />+ 44 %<br />
    38. 38. Tell them what they will get,but don’t be too pushy<br />
    39. 39. Tell them what they will get,but don’t be too pushy<br />Click and save online<br />Leaf through brochure<br />+ 301 %<br />35% OFF<br />Enter the Sale Now!<br />View the exclusivecollectionforsalenow<br />+ 72 %<br />
    40. 40. Personal touch<br />+ 830 %<br />+ 202 %<br />
    41. 41. And sometimes we don't know why<br />+27 %<br />
    42. 42. (Already now 70% Off)<br />+ 118 %<br />+ 90 %<br />
    43. 43. Lessons we’ve learned.<br />So…<br />What is a good email campaign?<br />You don’t know,<br />so, start testing<br />
    44. 44. Resources / Contact Information<br />
    45. 45. Resources<br />Resource Center<br />White papers<br />Webinars<br />Blogs<br />Case studies<br />Newsletters<br />http://www.silverpop.com/marketing-resources/index.html<br />Many presentations on SlideShare<br />www.slideshare.net/Silverpop<br />
    46. 46. Next Webinar<br />Date<br /> May 20<br />2 pm ET/11 am PT<br />Topic: <br />The 7 Secrets to Recovering Abandoned Shopping Carts <br />Charles Nicholls, SeeWhy<br />
    47. 47. Contact Information / Q & A<br />Pieter Wuyts<br />pieter@8seconds.net<br />www.8seconds.net<br />mobile: +32 479 98 95 19<br />Loren McDonald<br />lmcdonald@silverpop.com<br />Twitter: @LorenMcDonald<br />Twitter: @silverpop<br />
    48. 48. Thank You!On Twitter: @Silverpopwww.slideshare.net/silverpopwww.silverpop.com<br />

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