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Test and Segment Your List for Success


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Test and Segment Your List for Success

  1. 1. Test and Segment Your List For Success Jill Bastian & Megan Buell Hashtag #VRwebinar
  2. 2. Agenda <ul><li>The Do’s and Don’ts of Testing </li></ul><ul><li>What to Test </li></ul><ul><li>Recap </li></ul><ul><li>Demo of Segmenting tool </li></ul><ul><li>Q&A </li></ul>Page | VerticalResponse, Inc.
  3. 3. The Do’s and Don’ts of Testing Your Emails <ul><li>Do’s: </li></ul><ul><li>Take some risk </li></ul><ul><ul><li>Split your list by 70/30, or 80/10/10 </li></ul></ul><ul><ul><li>List Size </li></ul></ul><ul><li>Decide what you want to improve upon – CTR, OR, Conversion, Unsubscribe Rate </li></ul><ul><li>Keep in mind that it’s different for everyone </li></ul><ul><li>Test the same thing multiple times </li></ul><ul><li>Don’ts: </li></ul><ul><li>Don’t test too many things at once </li></ul><ul><li>Don’t divide your list by more than 2-3 </li></ul>Page | VerticalResponse, Inc.
  4. 4. What to Test in Your Emails <ul><li>Open Rate: </li></ul><ul><li>From Name: </li></ul><ul><ul><li>Company Name vs. Person’s Name </li></ul></ul><ul><li>Subject Line: </li></ul><ul><ul><li>Long vs. Short </li></ul></ul><ul><ul><li>Promotion: 50% off vs. half off </li></ul></ul><ul><ul><li>Personalize it </li></ul></ul><ul><ul><li>Clear CTA vs. Description of Offer </li></ul></ul><ul><ul><li>Change it based on the audience </li></ul></ul><ul><ul><li>Sense of Urgency </li></ul></ul><ul><li>Frequency of Send </li></ul><ul><li>Day and Time of Send </li></ul>
  5. 5. <ul><li>Click-through Rate & Conversions </li></ul><ul><li>Email Content </li></ul><ul><ul><li>Long vs. Short Copy </li></ul></ul><ul><ul><li>Clear and Simple – body content & </li></ul></ul><ul><ul><li>headlines </li></ul></ul><ul><ul><li>Testimonial vs. no testimonial </li></ul></ul><ul><li>Your Offer </li></ul><ul><ul><li>% vs. $ </li></ul></ul><ul><ul><li>FREE vs. Reduced vs. Complimentary </li></ul></ul><ul><ul><li>Include a time limit </li></ul></ul><ul><li>Call To Action </li></ul><ul><ul><li>Text vs. Button </li></ul></ul><ul><ul><li>Placement </li></ul></ul><ul><ul><li>Number of CTA’s </li></ul></ul><ul><ul><li>The Way You Say It </li></ul></ul>What to Test in Your Emails
  6. 6. <ul><li>Unsubscribe Rate: </li></ul><ul><li>From Label </li></ul><ul><li>Subject Line </li></ul><ul><li>Remind recipient who you are and where & when they signed up for your email list </li></ul><ul><li>Frequency </li></ul><ul><li>Personalize Your Email </li></ul>What to Test in Your Emails
  7. 7. Comparing your Results Using the VR Dashboard Page | VerticalResponse, Inc. <ul><li>Comparing Results </li></ul><ul><li>Compare your lists </li></ul><ul><li>Compare emails </li></ul><ul><li>Open Rates </li></ul><ul><li>Click-through Rate </li></ul><ul><li>Unsubscribe Rate </li></ul><ul><li>Conversions </li></ul><ul><li>Continue to track your results overtime and keep on testing! </li></ul>
  8. 8. Recap of Testing Strategies <ul><li>The “Bizarro” World of email testing is real </li></ul><ul><li>Once you find something that works, stick with it until it stops – then test again! </li></ul><ul><li>Different audiences react differently </li></ul><ul><li>Never stop testing </li></ul><ul><li>Keep it fresh </li></ul>
  9. 9. Resources <ul><li>VR Marketing Lounge </li></ul><ul><li>VerticalResponse Help site </li></ul><ul><li>VerticalResponse blog </li></ul>
  10. 10. Demo <ul><li>Demo and Q&A </li></ul>Page | VerticalResponse, Inc.