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Special Live Test Clinic: The MECLABS team reveals the results of LifeWay’s email copy test

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Do you feel like you’ve tried just about every type of design and copy and still aren’t seeing results? What can you do to completely challenge your testing paradigm? Is it possible to leverage qualitative feedback to produce quantitative results? If so, how?

At Email Summit 2015, we brought these challenges from one of your peers – the marketers at LifeWay – to the entire audience of Marketers at Summit. This experienced peer group provided suggestions for improving LifeWay’s email marketing.

The team from MECLABS, MarketingSherpa’s parent research institute, then worked with LifeWay to test this qualitiatve feedback and will present key lessons learned from this experimentation during this unique live event we’ve dubbed a MarketingSherpa Web clinic.

Published in: Marketing
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Special Live Test Clinic: The MECLABS team reveals the results of LifeWay’s email copy test

  1. 1. Special Live Test Clinic: The MECLABS team reveals the results of LifeWay’s email copy test
  2. 2. Today’s speaker Flint McGlaughlin Managing Director and CEO, MECLABS Institute @Flintsnotes
  3. 3. Case Study: Background Background: A Web tool that lets you quickly create and customize Bible studies. Goal: To increase clickthrough rate. Research Question: Which email will produce the highest clickthrough rate? Approach: A/B split test Brand: SmallGroup.com Location: MarketingSherpa Research Library Protocol ID: Pending
  4. 4. Case Study: Background Julie Langmade Manager, Lifeway.com Merchandising Lifeway Christian Resources
  5. 5. Case Study: Background • Julie brought an email to Email Summit 2015 to gain live feedback from her peers.
  6. 6. Case Study: Original email Subject Line: The fast, free way to create custom discipleship content. Campaign Objective: Increase free trial starts About the List: Pastors, small-group leaders, paid church staff in general
  7. 7. Case Study: Original email Subject Line: The fast, free way to create custom discipleship content. Campaign Objective: Increase free trial starts About the List: Pastors, small-group leaders, paid church staff in general How would you improve this email?
  8. 8. Audience suggestions 1. “The headline is meaningless … it needs to be in sentence form.” 2. “That image doesn’t give me any context for the content.” 3. “The sub-header is not related to the content.” 4. “Strip out that whole last paragraph … it should just be boiled down to ‘Try the Free Preview.’” 5. “Make [the button look] more like a button. It looks more like a banner.” 6. Change button text to “Learn more” 7. Change button text to “Learn about our free two-week preview”
  9. 9. Case Study: Treatment • A treatment was created using most of the feedback (but not all of it). • To see the full recording go to: http://goo.gl/vJSTlt
  10. 10. Case Study: Side-by-side Control Treatment
  11. 11. Case Study: Results Email Design Total Click Rate Button Click Rate Original 0.8% 0.2% Treatment 1.1% 1.0% % Relative Change: 42% 358% Increase in Button Clicks358% The email design that utilized suggestions from the live audience achieved significantly more total clicks and button clicks.
  12. 12. Case Study: Results Email Design Total Click Rate Button Click Rate Original 0.8% 0.2% Treatment 1.1% 1.0% % Relative Change: 42% 358% Increase in Button Clicks358% The email design utilizing suggestions from the live audience achieved significantly more total clicks as well as button clicks. How did we develop a treatment from the live feedback that achieved this result?
  13. 13. Case Study: Results • Often, we generate unnecessary costs by conflating the objective of an email with the objective of a landing page. The goal of most emails is simply to get a “click.” • We must challenge our emails with this question: “Is there a single word or piece of content on the page that does not help to achieve a click?” Every unnecessary piece of content is waste and reduces your chance of achieving a click. Key Principles
  14. 14. Which of these suggestions can help us get the click and which won’t? 1. “The headline is meaningless … it needs to be in sentence form.” 2. “That image doesn’t give me any context for the content.” 3. “The sub-header is not related to the content.” 4. “Strip out that whole last paragraph … it should just be boiled down to ‘Try the Free Preview.’” 5. “Make [the button look] more like a button. It looks more like a banner.” 6. Change button text to “Learn more” 7. Change button text to “Learn about our free two-week preview”
  15. 15. What does this look like when translated into the treatment? 1. The headline is made into a complete, understandable sentence. 2. The image size is reduced and adjusted. 3. The sub-header is now more specific to the content . 4. The whole last paragraph is replaced with relevant bullet points. 5. The button is trimmed down and given a drop shadow so it resembles a button. 6. The button copy is changed to a low- commitment action.
  16. 16. Key lessons learned • Collaboration is good, but not all feedback is necessarily helpful. • To ensure that peer review helps achieve your marketing collateral objectives, you must discipline the feedback with a framework/heuristic. • For example: eme = rv (of + i) – (f + a) • After you’ve applied the framework, you must discipline the analysis with a hypothesis/experimentation cycle, guided by a robust design of experiments. • To learn about “Humanizing Email,” go to: http://goo.gl/RLh8e8
  17. 17. Live optimization
  18. 18. Submitted by: Andrea H. (Leadables) Campaign Objective: Led gen Live optimization
  19. 19. Submitted by: Andrea H. (Leadables) Campaign Objective: Led gen Live optimization
  20. 20. Submitted by: Caroline L. (Intersil) Campaign Objective: Led gen Live optimization
  21. 21. Live optimization Submitted by: Ana P. (Far & Wide Collective) Campaign Objective: Product sales

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