imrg connect - testing in email
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Powering Smarter Marketing
Implementing a test programmeto optimise email campaign performance
Anthony WilkeyStrategic Client [email protected]@zamoranto
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Testing
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Testing
Why?
How?When?
What?
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www.emailvision.com
Why?
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Testing – Why?
● Supports constant improvement● Reduced time and effort● Optimise performance● Better understand channel mix● Learn what works and what doesn’t
● If you’re not testing, you’re just guessing
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www.emailvision.com
What?
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Testing – What?
● Split Testing (A/B testing)
● Test multiple variations of a single variable
● Multivariate Testing (MVT)
● Test multiple variations of multiple variables
● Multi-message Testing (MMT)
● Test multiple variations of multiple variables
● Timing and Frequency Testing
● How often? What day? What time?
● Audience Testing
● Change things up for different segments
● Device Testing
Based onin-life
optimisation
Assessed over a longer
period
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www.emailvision.com
When?
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Testing – When?
● As often as possible● Embed “test and learn” into all programmes● Conditions and environment constantly changing● Explore automation options● Don’t be afraid to fail
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www.emailvision.com
How?
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Testing – How?
Execute
Analyse
Plan
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Testing – How?
Execute
Analyse
Plan
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Example – US Presidential CampaignTactic #3. Test every day
“Obama for America” tested and sent a national email almost every dayThis increased to multiple times a day as Election Day drew nearer
"Sometimes we’d see a lift of anywhere between 5% or 10%. But 5% or 10% on an email that’s projected to raise a million dollars is a lot of money. It’s totally worth our while, so that’s why we had 20 writers and 20 email staffers working at all hours of the night — to make sure these tests were ready."
Here’s the testing process the team used:
Step 1. Write a bunch of emailsStep 2. Choose four to six and brainstormStep 3. Tailor the copyStep 4. Test the message, then the subject lineStep 5. Start over
The team’s best-performing subject line, "I will be outspent," and best-performing email raised more than $2.6 million.
http://www.marketingsherpa.com/article/case-study/obama-email-campaign-testing#
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Summary
● Make testing (experimenting) a priority● Don’t be afraid to fail● Don’t let a lack of resources hold you back● Review regularly● Share the results● Start tomorrow
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Additional Resources
Emailvisionhttp://blog.emailvision.com/search/node/test
DMAhttp://dmaemailblog.com/tag/ab-testing/
Econsultancyhttp://econsultancy.com/uk/press-releases/7156-marketers-reap-returns-from-email-but-neglect-optimisation
Which Test Won?http://whichtestwon.com/2012-email-testing-awards-hall-of-fame
Marketing Sherpahttp://www.marketingsherpa.com/article/chart/top-email-elements-to-test#
Clickzhttp://www.clickz.com/clickz/column/2258408/15-types-of-email-marketing-tests-you-should-be-doing
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