eTail East 2014 - Developing an Email Testing Roadmap

FC Organizational Products LLC FranklinPlanner.com

Lareen StrongVice President, Marketing

FC Organizational Products@LareenStrong

Establishing a Testing Roadmap to Increase the Effectiveness of Your Email Campaigns


Our Company

FC Organizational Products is a globale-tailer and the exclusive worldwide licensee of the FranklinCovey® brand.

In 1984 the first Franklin Day Planner was produced, closely followed by a popular time management workshop. New planner formats are created continually, and the FranklinPlanner System is now used by more than 15 million people worldwide.


Our Program

85 Million EmailsSent over the past year

2752% ROAS 2013(Not including staff hours)

1 Million Contacts Main brand opt-ins


STEP ONEDetermine what matters most.

STEP TWOEstablish testing

parameters.

STEP THREETest. Test. Test.

STEP FOURUse the results.

Retest.

Commit to this before even

starting.

Four Steps to Testing Success


CEO

EBITDA

Revenue

Brand integrity

ROAS

PRODUCT MANAGER

Best selling products

Margin

Average order size

CREATIVE TEAM

Customer interaction

Marketing channel integration

Bounce rate

Unsubscribes

Open rate

Click rate

Step One: What Matters Most

EMAIL MANAGER


What did customers buy? SKUOrder #

Revenue

What time did they buy?

Product Manager

Email Manager

CEO

Step One: What Matters Most


Step One: What Matters Most ClickMap

VisualOn what part of the creative did customers most interact? Creative Team


Step Two: Establish Parameters

Establish testing parameters:

TimeframeSet goal dates and stick to them

ResourcesHow to capture informationStaff involved

AccountabilityWho is in charge of the projectWho will share information, and how


Step Three: Test

Open Rate Click Through

Conversion (site testing)

• Subject line• From line• Pre-header• Time of day• Day of week• Frequency

of sends• Opt-in origin

• Product mix• Product

placement • Offers and

promotions• Creative /

design• Above /

below fold• Copy• Load speed• Load

correctness

• Pricing• Navigation• Landing pages• Product

selection

Result

What affects result


Step Three: Test

If you want to improve your open rate, test these things:

• Subject line• From line• Pre-header• Time of day• Day of week• Frequency of • sends• Opt-in origin


Step Three: Test

Where did the customer opt-in?


Step Three: Test

Our WORST performer: Opt-in and get a free gift


Step Three: Test

If you want to improve your click through rate, test these things:

• Product mix• Product placement • Offers and promotions• Creative / design• Above / below fold• Copy• Load speed• Load correctness


Step Three: Test

Creative test

Non-lifestyle Lifestyle

Delivered 238,670 238,834

Opened 30,573 30,559

Clicks 2,051 2,056

Orders 103 105

Revenue$3918.9

4$4210.7

3 Non-lifestyle

Lifestyle


Step Three: Test

Conversion testing is as much about your website as it is your email program. Does your website deliver on your email promise?

• Pricing• Ease of navigation• Landing pages• Product selection

Integrate creative for all marketing channels


Step Three: Test

Conversion testing Landing page vs direct to product pages

Landingpage

Productpage


Step Four: Use the Results

Use your results1. Take the winner of each A/B test, and then retest.

2. Repeat until you have multiple “equal” results.

3. If you find a clear winner, start using it immediately.

4. Test the validity of your results from time to time.


1. YOU decide which email metrics are most important for YOUR organization.

2. You decide the best way to use the results of your email testing.

Step Four: Use the Results


Your Next Steps

Make it work for you1. Determine who in your organization

has a stake in your email program.

2. Send a meeting appointment from

your hotel room TONIGHT.

3. Be obsessively curious. Your email

marketing epiphany could be staring

you right in the face.

BeObsessively

Curious


www.linkedin.com/in/lareenstrong/

@LareenStrongLareen StrongVice President, MarketingFC Organizational Products

eTail East 2014 - Developing an Email Testing Roadmap

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