https://komunita.targito.com/events/data_segmentace/

1. Why you should test your
e-mail marketing strategy
…
…and what test results can show you?
author: Maciej Niedzielski

2. A procedure intended to establish the quality,
performance, or reliability of something, especially
before it is taken into widespread use.
Test definition

3. Why we’re
testing?
• better understand of
user behavior,
• increase e-mail
marketing KPI’s,
• create perfect
strategy.

4. What we can
test?
• subject line,
• preheader,
• sender,
• CTA on buttons,
• content (text),
• content (pictures),
• newsletter layout,
• we can test everything :).

5. What we need
to test?
• hypothesis,
• test groups,
• timeline,
• structured test plan,
• reporting,
• user segmentation
(optional).

6. Example of
segmentation
Every segmentation is
different. Depends on
database you can create a
lot of segments. Here you
can see segmentation
based on user behavior in e-
mails. You can modify that
and use in your company.
Inactive
Segment D
Segment C
New
users
B
A

7. How we test?
• create A/B tests group, they
should be permanent,
• test one hypothesis more
times,
• always measure same metrics,
• validate test results every
week,
• implement changes in your
hypothesis.

8. How we
measure
results?
• prepare comprehensive report:
• date,
• type of test,
• test group name (for ex. A/B),
• OR,
• CTR,
• CTOR,
• total opens,
• total clicks,
• subject lines,
• conversion rate,
• revenue,
• which version won,
• was test statistically significant?

9. Is it enough?
No, we have some kind of
test which need more
specific reporting, for ex.
subject line or preheader
test. When we’re testing
some keywords (like sale vs
výprodej), we need more
exact report.

10. Report example

11. What we gain
from tests?
• we can create e-mail
marketing strategy,
• better understanding of our
users,
• better user experience,
• less unsubscribes,
• more conversions,
• highest performance of e-
mail marketing.

12. How long we
should test?
It’s important to understand that
something what is performing now,
usually stops working after approx.
6 month. In e-mail marketing you
should test everyday. Thanks to this
your strategy will be more flexible to
every market change, your
customers will receive best content
for them and you will have much
more conversions.

13. Thank you :)

14. Maciej Niedzielski
niedzmac@gmail.com
+48 504 637 091
Contact: