1. Email Deployment Best in Class
v.1.0 Nick Metcalfe
11/25/2014
Email deployment best in class practices ensure optimal engagement with constituents. By implementing the following best practices, you can validate best performance possible. The steps included testing Your target audience, From Address, Subject Line and Creative to deliver the best open and click through rates possible, with a best in class for education benchmark at 46% open rate and a 12.8% click through rate. Challenge – Not all of the available email tools can support this process efficiently.
Best in class in a nutshell
1.What is the purpose of these “tests”?
•A test with a sample of your target audience (say 10%) can definitively determine a winning approach, whether you test a few subject lines, From addresses, or the creative itself (does “Register Now” button work better than “Learn More”).
•Given a statistical significance of 80% or higher between the results, you can confidently proclaim a winning approach. Significances below 80% are directional, but cannot be guaranteed to replicate in the remainder send (to the 90%).
•These tests are generally called AB or A/B tests….but can include more than just 2 elements…you can have an A,B,C,D+ test. Remember you can test both your target (say alumni vs alumni members) and/or elements of the email itself. 2. Can’t we pick the best subject line already?
• The U-Comm team has a 27% probability of correctly guessing the optimal subject line in recent internal surveys among 4 subject lines, and 60%/40% between 2 subject lines. Our selections clearly vary and cannot predict our target constituents preferred subject line. 3. What is a “From Address” test?
•The friendly “From Address” is what the constituent sees as the name of the organization sending the message. 56% of email readers look to this parameter first to determine open probability. Should the From be “UCLA Undergraduate Admissions”, or “UCLA Admissions”? By testing the friendly “From” address you can identify optimal naming. 4. What is a creative test? Hold on, do we have to develop a whole new email?
•A creative test enables you to determine the optimal creative between the versions you have available
•No, a creative test could simply be changing the name on a link (one creative says “Register Now”, another creative says “Learn More”)
•Consider creative tests the opportunity to test two points of contention with your team or the client. Let the constituent decide who wins. This will optimize your engagement and Calls to Action. 5. What results can I expect if I do this?
•You can expect a range from 20-100% improvement in your open and/or click rates
Best-in-class
checklist
Yes/No
List Test?
FROM Address test?
SUBJ line test?
CREATIVE test?
Send Time Optimized?
Where are you?