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Optimize Email Results
Through Testing:
Advice, Best Practices, and Real Examples
to Help You Succeed
MDR’s Free Webinar Series
October 28, 2010
Copyright 2010 Market Data
MDR’s Free Webinar Series
• Provide customers added value to our sales
and marketing solutions
• Give you insight and market intelligence
through a dialog with the market’s thought
leaders
• Copy of the slides and a recording of the
session will be sent to you tomorrow.
• You can submit a question at any time using
the Q & A button in the lower right corner of
the screen.
Today’s Agenda
• Best practices and tips on how to
test effectively and improve your
email campaign results
• Real-life examples of other
marketers who have used testing
• Case study from an education
marketer who's using email testing
Christopher Ziemnicki
E-Marketing Solutions Leader
MDR
• Christopher Ziemnicki currently leads e-marketing
product development at MDR and acts as chief strategy
consultant on interactive marketing to MDR’s
customers.
• He leads MDR’s industry-leading educational
e-marketing research and best practices efforts.
• Before joining MDR, Chris built and managed large-scale
web-affiliate marketing programs and managed email
marketing programs for both start-up and established
B2C companies and catalogers.
Natalie Myers
Senior Reporter
WhichTestWon.com
• As senior reporter at WhichTestWon.com, Natalie Myers has
convinced brands including TheSims, Dell, Hair Club, Safe
Software, Wal-Mart, and even the Vancouver Olympics to
reveal results data from their A/B and multivariate tests.
She’s created a free online library of more than 70 tests—
including email tests—to inspire the marketing community.
• Previously, Myers was a case study reporter at
MarketingSherpa. Her past B2B journalism experience also
includes positions as staff reporter at Providence Business
News and editorial assistant at B2B magazine Modern
Materials Handling. She is a 2007 U.S. Small Business
Administration R.I. Small Business Journalist of the Year
award recipient. Myers holds a degree in journalism from
Ohio University.
Jen Stoll
Marketing Director
Field Trip Factory
• Jennifer Stoll is the marketing director for Field Trip
Factory, a company that develops hands-on educational
experiences that connect communities, commerce, and
classrooms across the country.
• She spent over five years in promotional marketing and
account services at General Mills and Ryan Partnership
prior to joining Field Trip Factory in 2005 in the Client
Services department.
• Jennifer holds a bachelor of science degree in business
administration from Bucknell University.
Test Best Practices and Tips
E-Marketing Solutions Leader, MDR
Testing
“Almost any question can be answered,
cheaply, quickly and finally, by a test
campaign. And that’s the way to answer
them—not by arguments around a table.
Go to the court of last resort—the buyers
of your product.”
Testing
“Almost any question can be answered,
cheaply, quickly and finally, by a test
campaign. And that’s the way to answer
them—not by arguments around a table.
Go to the court of last resort—the buyers
of your product.”
—Claude Hopkins, Scientific Advertising,
1923
Take Our Poll!
Q:
Do you currently use testing as
part of your email marketing
campaigns?
Testing
• 51% of U.S. online marketers currently use
email A/B testing strategy, with an additional
25% planning on doing so in the future. – Lyris
(2010)
• 48% of marketers test subject lines on a regular
basis. – MarketingSherpa (2010)
• 47% of marketers regularly test offers/calls to
action in their emails. – MarketingSherpa
(2010)
Direct Marketing Funnel
Email Marketing Funnel
So What Should You Test?
Testing Tip: Move Bigger Levers First
– List
–
–
–
–
–
• Deliverability
• Segmentation
Offer
Creative
Personalization/Dynamic Content
Deployment Time/Day
Landing Page/Microsite
Testing Tip: Test Shouts, Not Whispers
Test Tips from Alan Rimm-Kaufman Group, 2005 Ten Tips for Online Testing.
Testing List/Segments
• Same message for all segments vs. tailored
message for select audiences
• Thinking about what you want to test ahead of
time and putting them into unique segments
in order to see results
• Keep list source (house vs. prospecting) coded
so you can always see these differences
Testing Tip: Keep Test Notebooks
MDR Campaign Analyzer Reporting
Testing Subject Line
Subject line testing designed to increase both
open rate and click-through rate
– Test relevancy
– Test offer
– Test personalization in subject line
– Test dynamic insertion in subject line
– Test front loading
– Test teaser subject lines
Testing Message Creative
Testing creative is designed to increase clickthrough rate and overall conversion
– Test long copy vs. short
– Test image light vs. image heavy versions
– Test letter layout vs. postcard, etc.
– Test dynamic content insertion/
personalization
Testing Tip: Assign Unique Tracking Codes
Email Test Cell Functionality
Test and Roll
Testing Tip: Testing Within, Not Between
Test and Roll
Test and Roll
Testing Tip: Test One Thing at a Time
Testing Examples:
Subject Lines, Creative,
and Landing Pages
Natalie Myers
Senior Reporter, WhichTestWon.com
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
The ONLY Weekly Dedicated to Reporting on
Real-Life A/B and Multivariate Tests
• Over 80 past tests
• How-to PDF reports and
training videos about
testing
• A new test each week
Email Subject Lines:
One vs. Multiple “Topics”
• Subject Line A
“1 in 5 emails will be opened on mobile—our survey results predict
user behavior”
• Subject Line B
“Changing mobile behavior survey results, 5 key CRM questions,
customer engagement tips”
Take Our Poll!
Which subject line do you think will get more opens?
RESULTS:
Subject Line “A” Is the Winner
“1 in 5 emails will be opened on mobile—
our survey results predict user behavior”
• 21% Lift in Opens!
• 45% Lift in Unique
Clicks!
(Unique Click = Total number of people
who clicked any link)
Shopping Cart Abandonment Email Creative:
Which Offer Got More Orders?
A
B
Take Our Poll!
Which creative do you think got more paid orders?
RESULTS:
Creative “A” Is the Winner
• 36% Lift in Paid
Orders!
• 59% Lift in Number
of Products Sold Per
Order!
(Even though the other version
had a higher click-through rate.)
Lead Generation Forms:
Embedded vs. Button
A
B
Take Our Poll!
Which landing page do you think got the most form submissions?
©2010,
WhichTestWon.com
a division of Anne Holland Ventures Inc. All rights reserved.
Copyright 2010
Market Data
RESULTS:
Landing Page “A” Is
the Winner
• 72.7% Lift in Lead
Gen Form
Submissions!
©2010,
WhichTestWon.com
Copyright 2010
Market Data
Thank you!
Natalie Myers, Senior Reporter NatalieM@WhichTestWon.com
Click here to sign up for
our Free Weekly > >> WhichTestWon.com
©2010,
WhichTestWon.com
Copyright 2010
Market Data
CASE STUDY
www.fieldtripfactory.com
Jen Stoll
Marketing Director, Field Trip Factory
The Leading National Provider of
Experience-Based Learning
• Over 25,000 field trips conducted annually for ages 4+
• Leading U.S. retailers hire us as a turnkey solution to generate
awareness, traffic, and sales by providing educational experiences
in their communities
• Trusted educator resource for learning standards integration
• Topics include:
–
–
–
–
–
Health and Wellness
Environment and Sustainability
Arts and Music
Character Development
Career Development
Field Trip Factory and MDR
• Field Trip Factory
supplements our own
educator database with
MDR’s offerings to drive
awareness with educators
across the country
– Deploy targeted emails 1 to 2
times a month focusing on
markets and/or clients to
drive additional exposure
– Constantly evaluate efforts to
ensure driving conversions*
as effectively as possible
* Conversions = Field Trip Bookings
Testing Objective
• Increase open rates, click-through rates, and
conversions through subject lines and email
content tests
– Set up a strategic plan to generate benchmarks
– September = key timeframe
• 10% to 15% of field trips booked in September
during back to school
Best Practice: Create a measurement plan including quantitative
and qualitative goals prior to beginning tests.
Initial Setup
• Create testing matrix that includes:
– Email name and timing
– Quantity
– % Breakout for A/B split
Best Practice: Understand your historical “standard” open and CTR,
and allocate a large enough sample size for the A/B split so you can
effectively evaluate prior to deploying C.
September Deployments
Version 1
Lessons Your Students Will Never Forget!
Version 2
Free Field Trips in Your Area!
Emails contained same visual and similar information relating to the specific
field trip but varied in subject line, headline, message, and personalization.
A/B Deployment Evaluation and Roll
• Results varied by client
and market
– CTR outweighed open
rate when determining
what segment to “roll”
Best Practice: Create a timeline that allows 48 to 72 hours to
understand initial response before rolling C.
Results of “C Roll” and Key Learnings
• 4 of the 5 “C Rolls” had Open
and CTR that were in line with
A/B split rates
– The next deployment will allow
for separate subject line and
content tests to fully
understand response
• Conversions for 4 of the 5
emails were in line with
average rates
– Client D had significantly lower
conversion rates
• Suggests market condition
may have affected “C Roll” and
response rates
Best Practice: Do not rely on one test to provide complete direction.
Plan out a minimum of three tests to generate a baseline.
Additional Notes
• Next Steps: Field Trip Factory upcoming emails:
–
–
–
–
Subject line tests separate from content tests
Landing page tests
Positioning of logos
Promotional efforts
Best Practice: Test Continuously!
Q&A
Natalie Myers
Jen Stoll
Senior Reporter
WhichTestWon.com
nataliem@annehollandventures.com
www.FieldTripFactory.com
Marketing Director, Field Trip Factory
JStoll@FieldTripFactory.com
E-Marketing Solutions Leader,
MDR
cziemnicki@dnb.com
MDR is the education market’s first choice for sales, e-marketing,
direct marketing, social media, and research solutions. Powered
by the most complete, current, and accurate databases available
in the industry, MDR can help you grow in the K-12, higher
education, library, early childhood, and related education markets.
To learn more about MDR’s sales, e-marketing, telesales, and
direct marketing solutions, call us at 800-333-8802 or visit
www.schooldata.com.

the presentation slides

Transcription

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