Kath Pay How to unleash the testing power of your emails March 2014 Presentation
Kath lives and breathes marketing, she is not only a world-renown speaker and trainer but practices her art in the senior management team and as the Marketing Director of e-commerce conversion experts - cloud.IQ. She is recognized as the UK’s leading Email Marketing trainer and heads up training on Email Marketing & Personalization for Econsultancy & Emarkeeters
1 What do we want to know about our database? 2 What’s the best way to discover the answers? 3 What’s a way that provides an immediate boost but also delivers longitudinal results?
Unleash the testing powers of email
The Current State of Play Of Testing 1
Conversion Rate Optimization Report 2013 85% of companies are deﬁning their goals and objectives for their tests
Conversion Rate Optimization Report 2013 Only 50% of companies are testing images and promotions & oﬀers.
Conversion Rate Optimization Report 2013 On average 31% of companies are performing test on their websites 1 x per week
Conversion Rate Optimization Report 2013 Although email is the easiest channel to test only 63% are testing it
Email Marketing Census 2014 Even though Email Marketing delivers the highest ROI
Building the Case for Testing in Email 2
Testing a Landing Page vs Testing in E-mail Landing Page Email 1 2 3 1 2 3 Create test based upon hypothesis Create test based upon hypothesis Send campaign Determine winner within 24 hours
Who makes up your email database? Your Target Market!
Every email should contain a test… Think of every email as a survey of your target market
Strategically Plant Information And see what resonates with your audience
Testing diﬀerent motivational factors
Diﬀerent wording test.
Multi-variant test which combination provides the best result
8 Seconds Apply it to your landing pages, product pages, direct mail…..
Test which Subject Line - Descriptive vs Beneﬁt
Emotional question in Subject Line will generate more sales than a directive statement Have a desire to learn about your audience
Identify what question are you trying to answer?
Create a Hypothesis
“taking the 1% from everything you do; ﬁnding a 1% margin for improvement in everything you do.”
Hypothesis Test in email Learn Apply to appropriate channels It’s a cycle of continuous learning
1 Don’t test for the sake of testing 2 Don’t just focus on one-oﬀ results – but focus on longitudinal gains, that can be rolled out everywhere 3 Be sure the measure the correct metric.
Be sure to measure the correct metric Subject Line Opened Clicked Converted Win