FC Organizational Products LLC FranklinPlanner.com
Lareen Strong
Vice President, Marketing
FC Organizational Products
@Lar...
FC Organizational Products LLC FranklinPlanner.com
Our Company
FC Organizational Products is a global
e-tailer and the exc...
FC Organizational Products LLC FranklinPlanner.com
Our Program
85 Million Emails
Sent over the past year
2752% ROAS 2013
(...
FC Organizational Products LLC FranklinPlanner.com
STEP ONE
Determine what
matters most.
STEP TWO
Establish testing
parame...
FC Organizational Products LLC FranklinPlanner.com
CEO
EBITDA
Revenue
Brand integrity
ROAS
PRODUCT
MANAGER
Best selling pr...
FC Organizational Products LLC FranklinPlanner.com
What did
customers
buy? SKU
Order #
Revenue
What time did
they buy?
Pro...
FC Organizational Products LLC FranklinPlanner.com
Step One: What Matters Most Click
Map
Visual
On what part
of the creati...
FC Organizational Products LLC FranklinPlanner.com
Step Two: Establish Parameters
Establish testing parameters:
Timeframe
...
FC Organizational Products LLC FranklinPlanner.com
Step Three: Test
Open Rate Click
Through
Conversion
(site testing)
• Su...
FC Organizational Products LLC FranklinPlanner.com
Step Three: Test
If you want to improve your open rate, test these
thin...
FC Organizational Products LLC FranklinPlanner.com
Step Three: Test
Where did the
customer opt-in?
FC Organizational Products LLC FranklinPlanner.com
Step Three: Test
Our WORST
performer: Opt-in
and get a free gift
FC Organizational Products LLC FranklinPlanner.com
Step Three: Test
If you want to improve your
click through rate, test
t...
FC Organizational Products LLC FranklinPlanner.com
Step Three: Test
Creative
test
Non-
lifestyle
Lifestyle
Delivered 238,6...
FC Organizational Products LLC FranklinPlanner.com
Step Three: Test
Conversion testing is as much about your website as it...
FC Organizational Products LLC FranklinPlanner.com
Step Three: Test
Conversion testing
Landing page vs direct to product p...
FC Organizational Products LLC FranklinPlanner.com
Step Four: Use the Results
Use your results
1. Take the winner of each ...
FC Organizational Products LLC FranklinPlanner.com
1. YOU decide
which email
metrics are
most important
for YOUR
organizat...
FC Organizational Products LLC FranklinPlanner.com
Your Next Steps
Make it work for you
1. Determine who in your organizat...
FC Organizational Products LLC FranklinPlanner.com
www.linkedin.com/in/lareenstrong/
@LareenStrongLareen Strong
Vice Presi...
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eTail East 2014 - Developing an Email Testing Roadmap

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The four steps necessary to develop an effective email testing road map. No matter your ESP, test - test - test.

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eTail East 2014 - Developing an Email Testing Roadmap

  1. 1. FC Organizational Products LLC FranklinPlanner.com Lareen Strong Vice President, Marketing FC Organizational Products @LareenStrong Establishing a Testing Roadmap to Increase the Effectiveness of Your Email Campaigns
  2. 2. FC Organizational Products LLC FranklinPlanner.com Our Company FC Organizational Products is a global e-tailer and the exclusive worldwide licensee of the FranklinCovey® brand. In 1984 the first Franklin Day Planner was produced, closely followed by a popular time management workshop. New planner formats are created continually, and the FranklinPlanner System is now used by more than 15 million people worldwide.
  3. 3. FC Organizational Products LLC FranklinPlanner.com Our Program 85 Million Emails Sent over the past year 2752% ROAS 2013 (Not including staff hours) 1 Million Contacts Main brand opt-ins
  4. 4. FC Organizational Products LLC FranklinPlanner.com STEP ONE Determine what matters most. STEP TWO Establish testing parameters. STEP THREE Test. Test.Test. STEP FOUR Use the results. Retest. Commit to this before even starting. Four Steps to Testing Success
  5. 5. FC Organizational Products LLC FranklinPlanner.com CEO EBITDA Revenue Brand integrity ROAS PRODUCT MANAGER Best selling products Margin Average order size CREATIVE TEAM Customer interaction Marketing channel integration Bounce rate Unsubscribes Open rate Click rate Step One: What Matters Most EMAIL MANAGER
  6. 6. FC Organizational Products LLC FranklinPlanner.com What did customers buy? SKU Order # Revenue What time did they buy? Product Manager Email Manager CEO Step One: What Matters Most
  7. 7. FC Organizational Products LLC FranklinPlanner.com Step One: What Matters Most Click Map Visual On what part of the creative did customers most interact? Creative Team
  8. 8. FC Organizational Products LLC FranklinPlanner.com Step Two: Establish Parameters Establish testing parameters: Timeframe Set goal dates and stick to them Resources How to capture information Staff involved Accountability Who is in charge of the project Who will share information, and how
  9. 9. FC Organizational Products LLC FranklinPlanner.com Step Three: Test Open Rate Click Through Conversion (site testing) • Subject line • From line • Pre-header • Time of day • Day of week • Frequency of sends • Opt-in origin • Product mix • Product placement • Offers and promotions • Creative / design • Above / below fold • Copy • Load speed • Load correctness • Pricing • Navigation • Landing pages • Product selection Result What affects result
  10. 10. FC Organizational Products LLC FranklinPlanner.com Step Three: Test If you want to improve your open rate, test these things: • Subject line • From line • Pre-header • Time of day • Day of week • Frequency of • sends • Opt-in origin
  11. 11. FC Organizational Products LLC FranklinPlanner.com Step Three: Test Where did the customer opt-in?
  12. 12. FC Organizational Products LLC FranklinPlanner.com Step Three: Test Our WORST performer: Opt-in and get a free gift
  13. 13. FC Organizational Products LLC FranklinPlanner.com Step Three: Test If you want to improve your click through rate, test these things: • Product mix • Product placement • Offers and promotions • Creative / design • Above / below fold • Copy • Load speed • Load correctness
  14. 14. FC Organizational Products LLC FranklinPlanner.com Step Three: Test Creative test Non- lifestyle Lifestyle Delivered 238,670 238,834 Opened 30,573 30,559 Clicks 2,051 2,056 Orders 103 105 Revenue $3918.94 $4210.73 Non-lifestyle Lifestyle
  15. 15. FC Organizational Products LLC FranklinPlanner.com Step Three: Test Conversion testing is as much about your website as it is your email program. Does your website deliver on your email promise? • Pricing • Ease of navigation • Landing pages • Product selection Integrate creative for all marketing channels
  16. 16. FC Organizational Products LLC FranklinPlanner.com Step Three: Test Conversion testing Landing page vs direct to product pages Landing page Product page
  17. 17. FC Organizational Products LLC FranklinPlanner.com Step Four: Use the Results Use your results 1. Take the winner of each A/B test, and then retest. 2. Repeat until you have multiple “equal” results. 3. If you find a clear winner, start using it immediately. 4. Test the validity of your results from time to time.
  18. 18. FC Organizational Products LLC FranklinPlanner.com 1. YOU decide which email metrics are most important for YOUR organization. 2. You decide the best way to use the results of your email testing. Step Four: Use the Results
  19. 19. FC Organizational Products LLC FranklinPlanner.com Your Next Steps Make it work for you 1. Determine who in your organization has a stake in your email program. 2. Send a meeting appointment from your hotel room TONIGHT. 3. Be obsessively curious. Your email marketing epiphany could be staring you right in the face. Be Obsessively Curious
  20. 20. FC Organizational Products LLC FranklinPlanner.com www.linkedin.com/in/lareenstrong/ @LareenStrongLareen Strong Vice President, Marketing FC Organizational Products

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