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How strategic testing of your email campaigns can yield better results. Wendy Griffin Marketing Coordinator, Campaigner® [email protected] Agenda Intro to Testing Why is it important? How to get started Testing Strategies What should you test? Testing at work Real World Examples Why is testing important? Email Marketers Who Test Email Campaigns Email Marketers Who DO NOT Test Email Campaigns 33% 27% 13% 8% - I don’t know how - I don’t have the time - Platform doesn’t have testing capabilities - I don’t see the value in it Why is testing important? See what works, what does not Make educated decisions. Not ones based on “hunch” Track and measure over time Learn more about your audience: Their preferences What encourages them to take action What engages them When they want to hear from you Increase conversions Sales Store Visits Website Visits Downloads Free Trials ??? Maximize your email marketing ROI How to get started When should you start testing? Get Started Now! For those new to email marketing Start with best practices For email marketing experts Lack of engagement Decreased conversion rates Increase in unsubscribes/spam complaints Improve response rates Get Started in 6 easy steps 1. 2. 3. 4. 5. 6. Set Objectives Develop a Testing Plan Test Track and Analyze Tweak for next send Repeat Step 1: Set Objectives What are you trying to accomplish through testing? Sales Store Visits Website Traffic Downloads Free Trials Engagement Rates ??? *Record your benchmarks so you can later measure results against objectives Step 2: Develop a Testing Plan Step 3: Test Two Options A/B Split Testing Multivariate Testing A/B Split Testing A control sample is compared to a variety of singlevariable test samples to improve email campaign metrics Easy to set up Provides clear direction A/B Split Testing – Option 1 Split your list in half randomly Send control email to List A, test email to List B Evaluate Results For your next email, send the winning treatment Takes longer, but larger sample to validate results A 50% of list Entire Contact List B 50% of list A/B Split Testing – Option 2 Select 20% of your list randomly, divide into 2 groups Send control email to List A, test email to List B Evaluate Results Send winning treatment to rest of list (80% remaining) Faster, but smaller sample to validate results A 10% Entire Contact List B 10% Which test wins? A 25 Sales B 42 Sales Is the result statistically significant? Total sales: 25+42 = 67 Half the difference : (42-25)/2 = 8.5 Square this: 8.5*8.5=72.25 72.25 is greater than total number of sales (67) If it was less than 67 then it's inconclusive At 95% confidence level it's Significant Step 4: Track and Analyze Include email metrics report – make in excel Copyright: MarketingSherpa Step 5: Tweak for next send Take what you've learned from the test Implement changes Send update email OR: Set up and send new test Step 6: REPEAT Testing Strategies What can you test? Opens ClickThrough Conversion Source: "The Practical Guide to E-mail Marketing" by Jordan Ayan From and Subject Line From line: Choice of individual's name, company name or brand as the sender Subject line: Length, branding, personalization, trigger words, word order, approach, offer, deadline Call-to-action Button vs. text Wording Placement Repetition Size Color etc. vs. Sign-up Now Buy Now vs. Sign-up Now vs. vs. Landing Pages Offer Call-to-action Layout Color treatment Wording/Tone Real-world Examples Example 1 - Campaigner Email Template Test Email sent to all new sign ups Test Objective: Increase Campaigner® webinar attendance Email Template Test 1 Email Template Test 2 Email Template Test - RESULTS Lessons Learned: Results are so close that a secondary test might be worthwhile Don’t base decisions solely on open rates! Example 2 – jBlast Email Subject Line and Content Test Cross sell email sent to all jBlast customers Test Objective: Encourage jBlast customers to sign up for Campaigner® Subject Line Test 1 jBlast® offers you a Free Campaigner Email Marketing account Subject Line Test 2 jBlast recommends Campaigner® Email Marketing Subject Line - RESULTS Lesson Learned: Including “Offers” and “FREE” in the Subject Line was more appealing to customers. Testing – Closing Thoughts Just get started! Make a plan Measure against your original objectives Be creative, Be consistent Over time: Learn more about your prospect/customer base Increase engagement rates Increase sales Questions? Thank You! If you have comments or questions about this session, feel free to email us at [email protected] Facebook.com/CampaignerEmail Twitter.com/CampaignerEmail