Lessons we’ve learned.

How testing in email marketing can make the difference

Why test What to test How to test Case study Lessons we’ve learned

Lessons we’ve learned.Why test?

Stop guessing, start testing and…

Understand your audience behaviour and preferences

Identify and solve specific problems

Increase CTR

Increase ROI

a good emailcampaign =

a campaign that was better than the

previous one

a good emailcampaign =

a campaign that was better than the

previous one

Lessons we’ve learned.What to test?

design

Timingfrequency

copy

images

offers

subject

sender

buttons

Testing design and images: most effective to increase ROI

* Results from “Email Survey: Use of testing in email marketing”, by eROI

Lessons we’ve learned.

How to test?

A/B testingMultivariate testing

Email A

Email B

Email C

Email D

2000 recipients

2000 recipients

2000 recipients

2000 recipients

AB testing

Analyze reports…

Send best version to the remaining recipients

AB testing

Time consuming

AB testing

Statistical invalid testing scenario’s

Size of test batch?

0123456

9:00 12:00 14:00 16:00

Email A

Email B

Email C

Email D

AB testing

Uncertainty about interpretation of result Which elements increased conversion: The header? The call to action? The image?

AB testing

+ Easy to set up+ Accessible

— Time consuming— Uncertainty about statistical validity— Uncertainty about interpretation of results— Limited number of combinations

Multivariate testing & Optimization

Real time optimization

Based on click-through behaviour

How 8Seconds Email Optimizer works

Time difference between sending the email and viewing the images

2. Download images1. Receive email

How 8Seconds Email Optimizer works

How 8Seconds Email Optimizer works

Real time MVT&O

Dynamically adapting content and presentation

Statistical significant

Numerous combinations possible

Accessible

Uses first recipients as guinea pigs

Lessons we’ve learned.Case study

Case study

Telecomoperator TELL A FRIEND

Approx. 140.000 addresses

Goal: Convince a friend

Which present will maximize the effectiveness of the campaign?

+ 51 %+ 51 %

6258 Unique views to determine winner70825 Remaining viewers only saw winning prize

Prize testing

78.025 unique views6258 unique views

6%

5%

4%

3%

2%

1%

0%

Lessons we’ve learned.Lessons we’ve learned

Don’t make me think

+ 23 %+ 23 %

+ 58%+ 58%

Colours matter

+ 23 %+ 23 %

+ 30 %+ 30 %

Show them products

+ 58 %+ 58 %

Tell them what they will get

Visit our websiteVisit our website

+ 72 %+ 72 %

+ 230 %+ 230 %

+ 44 %+ 44 %

Tell them what they will get,but don’t be too pushy

Tell them what they will get,but don’t be too pushy

+ 72 %+ 72 %

+ 301 %+ 301 %

35% OFFEnter the Sale Now!

View the exclusive collection for sale now

Personal touch

+ 830 %+ 830 %

+ 202 %+ 202 %

And sometimes we don't know why

+27 %+27 %

+ 118 %+ 118 %

+ 90 %+ 90 %

Lessons we’ve learned.

So…What is a good emailcampaign?

You don’t know,

so, start testing

Lessons we’ve learned.

Contact

Pieter Wuyts - Account Director email: pieter@8seconds.net - mobile: +32 479 98 95 19