Marketing Services: Annual Email Meeting 2010

Email Testing Testing allows you to know what is going on with your subscribers. Testing can help understand your subscribers behavior and preferences.

Testing can help identify and solve specific problems in email campaigns.

Testing increases ROI.5

Marketing Services: Annual Email Meeting 2010

A/B vs. Multivariate Testing

A/B testing is where control content (A) is compared to test content (B) with the goal of improving email campaign performance.4,5

Multivariate testing lets you test several changes at once.4,5

Marketing Services: Annual Email Meeting 2010

Q: What Can You Test?A: Almost Anything.

Banner Ad placement

Color

Language

Email content/images

Call-to-Action

Landing Pages

Frequency

From-addresses

Subject lines

Layouts

Promotion/Offers

Segmentation strategies

Deployment date or time

Creative/Design

Marketing Services: Annual Email Meeting 2010

How Do I Begin?Email Marketing experts encourage testing with every email campaign.

Step 1Step 1: Review your current email campaigns and results.

Step 2Step 2: Decide on one aspect that you think could be changed to make a difference to your email results. 

Step 3Step 3: Design your test.

Step 4Step 4: Deploy the email.Step 5Step 5: Analyze your results.6

Marketing Services: Annual Email Meeting 2010

The Test Results

After your test deploys, analyze the results. What does the data tell you?2

Analyze how your subscribers are interacting with your email and see how they manage preferences, share content, convert, etc.2

Marketing Services: Annual Email Meeting 2010

NG Books Creative TestSubject line: A sneak preview of our Winter Book Sale for special customers

Total List Size: 91,763

Creative A: 11.5% open rate; 19.2% click through rate; 26 orders; 111 units

Creative B: 14.3% open rate; 20.1% click through rate; 49 orders; 246 units

Marketing Services: Annual Email Meeting 2010

Summary Report

Marketing Services: Annual Email Meeting 2010

Click Map

Marketing Services: Annual Email Meeting 2010

References

1. Lyris, Inc., 25 Essentials for Exceptional Email Campaigns (Whitepaper, 2009).

2. ExactTarget, Five Resolutions Every Marketer Must Make in 2010 (Whitepaper, 2009).

3. O’Sullivan, Cathi. 6 Steps to Successful Email Testing (Lyris, Inc., 2009).

4. Mills, Jeff. Best Practices for email campaign testing (http://www.imediaconnection.com).

5. eROI, Email Survey: Use of Testing in Email Marketing Results (Whitepaper, 2009).

6. Lawson-Matthew, Joanna. Email A/B Testing and …Chemistry?!? (October 2008).