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20100319 Friday Food 8 seconds

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20100319 Friday Food 8 seconds

  1. 2. <ul><li>Lessons we’ve learned. </li></ul><ul><li>How testing in email marketing can make the difference </li></ul><ul><ul><ul><li>Why test </li></ul></ul></ul><ul><ul><ul><li>What to test </li></ul></ul></ul><ul><ul><ul><li>How to test </li></ul></ul></ul><ul><ul><ul><li>Case study </li></ul></ul></ul><ul><ul><ul><li>Lessons we’ve learned </li></ul></ul></ul>
  2. 3. <ul><li>Lessons we’ve learned. </li></ul>Why test?
  3. 9. Stop guessing, start testing and… <ul><li>Understand your audience behaviour and preferences </li></ul><ul><li>Identify and solve specific problems </li></ul><ul><li>Increase CTR </li></ul><ul><li>Increase ROI </li></ul>a good emailcampaign = a campaign that was better than the previous one
  4. 10. <ul><li>Lessons we’ve learned. </li></ul>What to test?
  5. 11. design Timing frequency copy images offers subject sender buttons
  6. 12. Testing design and images: most effective to increase ROI * Results from “Email Survey: Use of testing in email marketing”, by eROI
  7. 13. <ul><li>Lessons we’ve learned. </li></ul>How to test? A/B testing Multivariate testing
  8. 14. AB testing Email A Email B Email C Email D 2000 recipients 2000 recipients 2000 recipients 2000 recipients
  9. 16. Analyze reports…
  10. 17. Send best version to the remaining recipients
  11. 18. AB testing <ul><li>Time consuming </li></ul>
  12. 19. AB testing <ul><li>Difficulties interpreting reports </li></ul><ul><li>Size of test batch? </li></ul>
  13. 20. AB testing <ul><li>Uncertainty about interpretation of results </li></ul><ul><li>Which elements increased conversion: </li></ul><ul><li>The header? The call to action? The image? </li></ul>
  14. 21. AB testing <ul><li>+ Easy to set up </li></ul><ul><li>+ Accessible </li></ul><ul><li>— Time consuming </li></ul><ul><li>— Uncertainty about interpretation of results </li></ul><ul><li>— Limited number of combinations </li></ul>
  15. 22. Multivariate testing & Optimization <ul><li>Real time optimization </li></ul><ul><li>Based on click-through behaviour </li></ul>
  16. 23. How 8Seconds Email Optimizer works <ul><li>Time difference between sending the email and viewing the images </li></ul>2. Download images 1. Receive email
  17. 24. How 8Seconds Email Optimizer works
  18. 25. How 8Seconds Email Optimizer works
  19. 26. Real time MVT&O <ul><li>Dynamically adapting content and presentation </li></ul><ul><li>Statistical significant </li></ul><ul><li>Numerous combinations possible </li></ul><ul><li>Limited to images </li></ul><ul><li>Uses first recipients as guinea pigs </li></ul>
  20. 27. <ul><li>Lessons we’ve learned. </li></ul>Case study
  21. 28. Case study <ul><li>Telecomoperator  </li></ul><ul><ul><li>TELL A FRIEND </li></ul></ul><ul><li>Approx. 140.000 addresses </li></ul><ul><li>Goal: Convince a friend </li></ul><ul><li>Which present will maximize the effectiveness of the campaign? </li></ul>
  22. 29. Prize testing <ul><li>+ 51 % </li></ul><ul><li>Unique views to determine winner </li></ul><ul><li>70825 Remaining viewers only saw winning prize </li></ul>
  23. 30. 78.025 unique views 6258 unique views 6% 5% 4% 3% 2% 1% 0%
  24. 31. <ul><li>Lessons we’ve learned. </li></ul>Lessons we’ve learned
  25. 32. Don’t make me think + 23 % + 58%
  26. 33. Colours matter + 23 % + 30 %
  27. 34. Show them products + 58 %
  28. 35. Tell them what they will get + 230 % Visit our website + 72 % + 44 %
  29. 36. Tell them what they will get, but don’t be too pushy
  30. 37. Tell them what they will get, but don’t be too pushy + 72 % + 301 % 35% OFF Enter the Sale Now! View the exclusive collection for sale now
  31. 38. Personal touch + 830 % + 202 %
  32. 39. And sometimes we don't know why +27 %
  33. 40. + 118 % + 90 %
  34. 41. <ul><li>Lessons we’ve learned. </li></ul>So… What is a good emailcampaign? You don’t know, so, start testing
  35. 42. <ul><li>Lessons we’ve learned. </li></ul>Contact Pieter Wuyts - Account Director email: pieter@8seconds.net - mobile: +32 479 98 95 19

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