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Testing and analytics for the relationship age

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As email marketing matures, smart marketers are going to lengths to build testing into their plans. They’re measuring engagement and revenue, testing offers, cadence, targeting, and a great deal more.In this session, you will learn how to start building a plan that puts the customer back at the heart of marketing through testing, using insight and analytics. Kim Barlow, Senior Strategic consultant at Responsys and Jenna Buddin, Web Analyst at JD Williams will share the great story around how they have taken testing even further through segmentation, propensity scoring, and a website visitor scoring model. You will also hear how JD Williams build deeper relationships with their mobile audience and use testing to drive success around shopping cart abandonment.

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Testing and analytics for the relationship age

  1. 1. Testing and Analytics for the Relationship Era: Building Your plan & Generating Results that Matter Kim Barlow Senior Strategic Consultant – Responsys
  2. 2. Testing and analytics for the relationship era Building your plan & generating results that matter
  3. 3. Kim Barlow Jenna Buddin Senior Strategic Consultant Responsys EMEA Web Analyst JD Williams
  4. 4. Your customers are demanding a new kind of relationship.
  5. 5. Marketers who test well and consistently, earn up to 25% more than those who don’t!
  6. 6. 74% of those that regularly test report on having “excellent” or “good” ROI
  7. 7. Why the increase…..?  Technology / platform limitations  Knowledge  Time & Resource
  8. 8. Where to start?
  9. 9. Your testing toolkit 3 important things before you can get started.
  10. 10. 1: Develop a flexible infrastructure 2: Identify the right platform 3: Understand your current performance
  11. 11. The 4 Principals 1: Think it. 2: Do it. 3: Review it. 4: Apply it!
  12. 12. 1. Think it.
  13. 13. Test for Success 1. Think it Set Objectives: Good objectives:  Increase Revenue  Increase Engagement  Increase Customer Retention Objective writing tips: Great objectives:  Increase Revenue  Increase Engagement  Increase Customer Retention from ‘x’ to ‘y’ in the next ‘z’ months  Short and Simple  Actionable  Measurable
  14. 14. Test for Success 1. Think it What do you want to test to help you learn? Performance influencers
  15. 15. Open Rate Influencers include vs exclude From name product name offers Subject line Personalisation urgency brand Preheader personalisation characters offer transactional
  16. 16. Clickthrough Rate Influencers social placement CTA’s acquisition source responsive design txt length navigation no. products Content video horizontal layout tone personalisation blog feeds engaged vs disengaged links vs buttons new vs returning Relevance customer vs prospect click category RFM
  17. 17. Never underestimate the CALL TO ACTION Visit Click here Book Bookmark Enjoy more Look Discover Take note More Pay attention Like Buy Join in Go Browse Share Download Shop See Start Explore Check it out
  18. 18. Conversion Rate Influencers include vs exclude Incentive duration of offer single product landing pages offer type custom offer time of day time category day of week
  19. 19. Test for Success 1. Think it  Keep it simple  Test 1 thing at a time  Significance  Avoid variables that might skew results
  20. 20. ROI / Ease Prioritisation Matrix D H Ease of Execution E Purchase Category Segmentation Personalised Recommendations Email Engagement Segmentation Return on Investment Browsed segmentation L Subject Line Pre-header Sub-Navigation Bar Day of Week Time of Day A/B copy Find a Store CTA
  21. 21. 2. Do it.
  22. 22. Test for Success 2. Do it! Document your Test Plan for easy reference
  23. 23. 3. Review it.
  24. 24. Test for Success 3. Review it… Use analytics to report on: • A/B split tests • Control groups • Variations • Channels • Audience segments Do this regularly!
  25. 25. 4. Apply it.
  26. 26. If this is you today… # delivered 475,000 # opened 66,500 # clicked 19,000 # orders 380 Revenue = £28,500 14% open rate 29% clickthrough rate 2% conversion rate £75 AOV
  27. 27. Take your reviewing and start testing # delivered 475,000 # opened 71,250 # clicked 20,663 # orders 413 Revenue = £30,994 15% open rate 29% clickthrough rate 2% conversion rate £75 AOV
  28. 28. ….add few simple tests # delivered 475,000 # opened 71,250 # clicked 23,750 # orders 475 Revenue = £35,625 15% open rate 33% clickthrough rate 2% conversion rate £75 AOV
  29. 29. ….and a splash of optimisation # delivered 475,000 # opened 71,250 # clicked 23,750 # orders 594 Revenue = £44,531 15% open rate 33% clickthrough rate 2.5% conversion rate £75 AOV
  30. 30. ….then, this could be you tomorrow # delivered 475,000 # opened 71,250 # clicked 23,750 # orders 594 Revenue = £48,984 15% open rate 33% clickthrough rate 2.5% conversion rate £83 AOV 72% Increase in Revenue
  31. 31. Segmentation, Analytics & Testing
  32. 32. Jenna Buddin - Web Analyst
  33. 33. Customer Contacts
  34. 34. Key Challenges & Approaches • • • Using online and offline data together to influence a joined-up strategy 1. Segmentation Approach 2. Analysis by Device Evolving systems (and attitudes) to deal with multi-channel Demand capture and attribution 3. Advanced Program Testing
  35. 35. Segmentation Approach
  36. 36. VIPs/Top Customers
  37. 37. VIPs/Top Customers Return Rate of Each VE Rank Return Rate % 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 Visitor Engagement Rank Propensity to Buy Score & Visitor Engagement Score
  38. 38. Marisota & Jacamo VIP sale emails vs. normal sale email results Demand per email sent up over 200% Vs. a control group: Response rate up over 100% Open rate up 17% Overall order rate was 3% higher Demand per account increased by 2%
  39. 39. Reducing Costs
  40. 40. Advanced Program Testing
  41. 41. The Usual Tests
  42. 42. Advanced Results (Post launch segmentation) Open Rate 30% 25% 20% 15% 10% 5% 0% Click Rate 10% 9% 8% 7% 6% 5% 4% 3% 2% 1% 0% Email 1 Email 2
  43. 43. Hold out groups Holdouts give us a great way of proving the value of our email programs
  44. 44. Abandoned Bag – Incremental Results Demand Per Account T C 1 T C 2 T C 3 T C 4 T C 5 T C T 6 C 7 2013 6% more likely to order spent 20% more 40% more likely to purchase abandoned product
  45. 45. Further Testing Potential: Introducing a Universal Control Group All new customers opting in No marketing emails 5% % 95% Any Emails
  46. 46. What’s next?
  47. 47. Targeted content
  48. 48. Testing email frequency by engagement segment 12mth lapsed when user joined inactive lapsing 6mth active 3mth passive 1mth Never 3mth last activity date new 12mth
  49. 49. Summary
  50. 50. Testing is a way of life! 1: Think it. 2: Do it. 3: Review it. 4: Apply it! And keep doing it!

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