Email Power Hour and the Prisoner of A/Bzkaban
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Party Starts at 6:30pm. #emailpowerhour
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Transcript of Email Power Hour and the Prisoner of A/Bzkaban
Party Starts at 6:30pm. #emailpowerhour
#emailpowerhour
Housekeeping
#emailpowerhour
Put Your Hands Up
#emailpowerhour
Why?#emailpowerhour
#emailpowerhour
What?
#emailpowerhour
Who?
Guest Experts
Justin writes about interactive email techniques at Email on Acid. He has been involved in many aspects of email over his career from building Webmail clients and email campaign services to coding HTML emails.
Justin Khoo @freshinbox
Alli leads the Marketing & Growth team at Couchsurfing, encouraging others to have the best travel experiences around the globe. She is no stranger to email marketing and optimization, and loves spending time exploring the outdoors.
Alli Shea @allisonshea30
In-House Expert
Alex Mohr @alexophile
Marketing lead and resident Game of Thrones expert.
What is it?
Split the email send to deliver variants to recipients, allows you to test engagement of each version.
What emails should I A/B Test?
All of them! It’s not just for Marketing emails anymore:
● Newsletters● Welcome emails● Order Confirmations● Onboarding sequences● Re-engagement campaigns
What elements should I A/B Test?
● Subject line● Copy● Body Style● Graphics/Imagery● Headings● CTA● Offer
Pro tips:
● Let’s not get too crazy - test one element at a time so you can isolate the winning component.
● Document, document, document! Be sure to record variants and results so that you can share learnings with other team members and don’t have to duplicate tests.
Email Metrics Basics:
Subject line -> Increase Open rateCTA, Body Copy -> Increase CTR
#emailpowerhour
The Challenge: Increase click-to-convert for Verification
Benefits:● More likely host
acceptance rate● App benefits (no ads, etc)
The Challenge: Increase click-to-convert for Verification
A/B test copy to hone product messaging:
A) “Everyone else is doing it”B) “What’s in it for me”
Winner: Version B
● Test product messaging in email
● Apply learnings to future product innovations and mediums
● Email is low-friction and low dependencies
#emailpowerhour
Challenge: With a gathered list of potential customers waiting for the tool - Justin sent out an email to engage people to give the app a trial.
A) Graphic reminds recipient of what the tool does, states ‘early access’ and provides a 30% discount for a “limited time.” B) Shorter email, green button CTA, Early access only
Version A
Version B
Winner:
Version B had a 45% lift in click-thru-rate over version A.
Version A
Version B
#emailpowerhour
FreshInbox
Challenge: Curiosity Newsletter test for the Subject line:
A) #EmailGeeks Digest: Interactive Email Galore
B) #EmailGeeks Digest: Interactive Pokemon GO Email.
FreshInbox
FreshInboxResults:
● Open rates similar initially, overnight Version A won just slightly.
● More interesting - the Pokemon Go version began equal but had 23% more clicks the next day.
Takeaways
#emailpowerhour
But Wait There’s More!
#emailpowerhour
Email Fridayssendwithus.com/videos
Resources/Guidesendwithus.com/resources
#emailpowerhour
Thank You!
#emailpowerhour
