mcollege_testing11
DESCRIPTION
Presentation given about the benefits of email testing, March 2011.TRANSCRIPT
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The Benefits of Email Testing
Melody College
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What Can Email Testing Do?
Testing helps you understand your subscribers’ behaviors and preferences.
Testing helps identify and solve specific problems in email campaigns.
Testing increases ROI.
Testing is the only way to optimize response.
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Are You Thinking Big Enough? Do you measure your email campaigns against industry
benchmarks?
Is testing part of your email marketing strategy?
Are you only looking for statistically significant results?
Are you testing small changes?
Do you look to see what has already been tested before trying it yourself?
Are you having fun with your email program?
Source: Seven Signs You Aren't Thinking Big Enough, MediaPost Publications, Email Insider by Morgan Stewart, Co-Founder and CEO of Trendline Interactive
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“Never change. Never test. Assume that since you are making money, everything
is ok.” – Andrew Kordek, Chief Strategist, Trendlineinteractive.com
Are You Thinking Big Enough?
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It’s Time To Evolve….
The days of “blast and batch” are gone.
Marketing messages need to be relevant, targeted, and personalized!
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Relevant…Targeted…Personalized!
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Food For Thought...
Wording
Location
Coding and format
Shape, size, colors and highlighting
Source: You should marry me…now! What to tweak and test in your call to action - Email Marketing Reports http://www.email-marketing-reports.com/iland/2010/09/email-call-to-action.html
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Learn From Your Tests Document your results
Start with the basics
Give your test 24 hours to complete
Look beyond clicks and open rates
Segmentation
Try multivariate testing
Source: “If it ain’t broke, don’t fix it…” 5 Top Email Test and Learn Tips - Amy Honigfeld's blog
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TEST WITH EVERY EMAIL CAMPAIGN
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Which Test Won?
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Which Test Won?
Subject Line Test
A: Account Update from National Geographic Traveler
B: Access National Geographic Traveler Customer Service 24/7
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Which Test Won?
Time of Day Test
Version A sent 9 a.m.
Version B sent 3 p.m.
Subject line: Student Photo of the Month, Upcoming Webinar, and More
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Which Test Won?
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Which Test Won? Subject Line Test
A: Howie Mandel learns to “deal” with his chomping Chihuahua
B: Signed copy of the Dog Whisperer’s new book for you!
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TEST WITH EVERY EMAIL CAMPAIGN
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Resources http://whichtestwon.com/ http://www.abtests.com/
http://www.email-marketing-reports.com http://www.emailinstitute.com/ http://www.mediapost.com/ http://emailexpert.org/ http://www.retailemailblog.com/
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It’s Time To Play….