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Lessons we’ve learned.
How testing in email marketing can make the difference
Why test What to test How to test Case study Lessons we’ve learned
Lessons we’ve learned.Why test?
Stop guessing, start testing and…
Understand your audience behaviour and preferences
Identify and solve specific problems
Increase CTR
Increase ROI
a good emailcampaign =
a campaign that was better than the
previous one
a good emailcampaign =
a campaign that was better than the
previous one
Lessons we’ve learned.What to test?
design
Timingfrequency
copy
images
offers
subject
sender
buttons
Testing design and images: most effective to increase ROI
* Results from “Email Survey: Use of testing in email marketing”, by eROI
Lessons we’ve learned.
How to test?
A/B testingMultivariate testing
Email A
Email B
Email C
Email D
2000 recipients
2000 recipients
2000 recipients
2000 recipients
AB testing
Analyze reports…
Send best version to the remaining recipients
AB testing
Time consuming
AB testing
Statistical invalid testing scenario’s
Size of test batch?
0123456
9:00 12:00 14:00 16:00
Email A
Email B
Email C
Email D
AB testing
Uncertainty about interpretation of result Which elements increased conversion: The header? The call to action? The image?
AB testing
+ Easy to set up+ Accessible
— Time consuming— Uncertainty about statistical validity— Uncertainty about interpretation of results— Limited number of combinations
Multivariate testing & Optimization
Real time optimization
Based on click-through behaviour
How 8Seconds Email Optimizer works
Time difference between sending the email and viewing the images
2. Download images1. Receive email
How 8Seconds Email Optimizer works
How 8Seconds Email Optimizer works
Real time MVT&O
Dynamically adapting content and presentation
Statistical significant
Numerous combinations possible
Accessible
Uses first recipients as guinea pigs
Lessons we’ve learned.Case study
Case study
Telecomoperator TELL A FRIEND
Approx. 140.000 addresses
Goal: Convince a friend
Which present will maximize the effectiveness of the campaign?
+ 51 %+ 51 %
6258 Unique views to determine winner70825 Remaining viewers only saw winning prize
Prize testing
78.025 unique views6258 unique views
6%
5%
4%
3%
2%
1%
0%
Lessons we’ve learned.Lessons we’ve learned
Don’t make me think
+ 23 %+ 23 %
+ 58%+ 58%
Colours matter
+ 23 %+ 23 %
+ 30 %+ 30 %
Show them products
+ 58 %+ 58 %
Tell them what they will get
Visit our websiteVisit our website
+ 72 %+ 72 %
+ 230 %+ 230 %
+ 44 %+ 44 %
Tell them what they will get,but don’t be too pushy
Tell them what they will get,but don’t be too pushy
+ 72 %+ 72 %
+ 301 %+ 301 %
35% OFFEnter the Sale Now!
View the exclusive collection for sale now
Personal touch
+ 830 %+ 830 %
+ 202 %+ 202 %
And sometimes we don't know why
+27 %+27 %
+ 118 %+ 118 %
+ 90 %+ 90 %
Lessons we’ve learned.
So…What is a good emailcampaign?
You don’t know,
so, start testing
Lessons we’ve learned.
Contact
Pieter Wuyts - Account Director email: [email protected] - mobile: +32 479 98 95 19