Real-time image optimization allows the marketer to create different versions of a single email, with each version incorporating different elements such as photos, promotions, calls to action, banners, prices, etc. When the email has been sent, recipients are shown another combination of images. The email is then optimized for remaining subscribers based on the winning combination shown to previous recipients. The system learns in real time which image-based content leads to the highest conversion rate. This Silverpop Webinar features Pieter Wuyts with 8Seconds discussing different types of testing, cases study examples and how real-time testing works.
Lean: From Theory to Practice — One City’s (and Library’s) Lean Story… Abridged
Real-Time Testing: 8Seconds/Silverpop Webinar
1. Next Generation Email: Real-Time Content Testing and Optimization Pieter Wuyts, 8 Seconds
2. Speakers and Agenda Pieter Wuyts Account Director 8Seconds Loren McDonald VP, Industry Relations Silverpop Moderator Agenda Why test? What to test? How to test? Case study Lessons Learned Q & A
9. Stop guessing, start testing … To find out what your readers… Want to see in your emails… At that moment in time; And to solve specific problems a good email campaign = a campaignthat was betterthan the previousone
21. AB testing Uncertainty about interpretation of results Which elements increased conversion: The header? The call to action? The image? A Highest CTR B Highest Open Rate C Most popular product
22. AB testing + Easy to set up + Easy accessible + All elements can be tested — Time consuming — Uncertainty about interpretation of results — Limited number of combinations
24. Multivariate testing & Optimization Multiple creatives are tested simultaneously Buttons, promotions, offers, calls to action Real time optimization, after the send Basedonclick through or conversion behaviour
25. How 8Seconds Email Optimizer works Time difference between sending the email and viewing the images 2. Download images 1. Receive email
28. Real time MVT&O + Dynamically adapting content after the send + Statistical significant + Multiple combinations possible 4 images, 3 options each 81 unique combinations - Limited to images - Need of 3rd party tool
30. Case study Telecom operator TELL A FRIEND Approx. 140,000 addresses Goal: Convince a friend Which present will maximize the effectiveness of the campaign?
31. Prize testing + 51 % Unique views to determine winner 70,825 Remaining viewers only saw winning prize
39. Tell them what they will get,but don’t be too pushy Click and save online Leaf through brochure + 301 % 35% OFF Enter the Sale Now! View the exclusivecollectionforsalenow + 72 %
45. Resources Resource Center White papers Webinars Blogs Case studies Newsletters http://www.silverpop.com/marketing-resources/index.html Many presentations on SlideShare www.slideshare.net/Silverpop
46. Next Webinar Date May 20 2 pm ET/11 am PT Topic: The 7 Secrets to Recovering Abandoned Shopping Carts Charles Nicholls, SeeWhy