Real-Time Testing: 8Seconds/Silverpop Webinar
description
Transcript of Real-Time Testing: 8Seconds/Silverpop Webinar
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Next Generation Email: Real-Time Content Testing and Optimization
Pieter Wuyts, 8 Seconds
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Speakers and Agenda
• Pieter Wuyts
– Account Director
– 8Seconds
• Loren McDonald
– VP, Industry Relations
– Silverpop
– Moderator
Agenda• Why test?• What to test?• How to test?• Case study• Lessons Learned• Q & A
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Lessons we’ve learned.Why test?
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US: Attendee: 1-323-417-4600, access code 358-688-108
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Stop guessing, start testing …
To find out what your readers…
Want to see in your emails…
At that moment in time;
And to solve specific problems
a good email campaign =
a campaign that was better than the
previous one
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Lessons we’ve learned.What to test?
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design
Timingfrequency
copy
images
offers
subject
sender
buttons
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Testing design and images: most effective to increase ROI
* Results from “Email Survey: Use of testing in email marketing”, by eROI
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Lessons we’ve learned.
How to test?
A/B Split testingMultivariate testing
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Email A
Email B
Email C
Email D
2000 recipients
2000 recipients
2000 recipients
2000 recipients
AB testing
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Analyze reports…
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Send best version to the remaining recipients
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Lessons we’ve learned.AB testing:Disadvantages?
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AB testing
Time consuming
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AB testing
Difficulties interpreting reports
Size of test batch?
0123456
9:00 12:00 14:00 16:00
Email A
Email B
Email C
Email D
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AB testing
Uncertainty about interpretation of results Which elements increased conversion: The header? The call to action? The image?
AHighest
CTR
BHighest
Open Rate
CMost
popular product
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AB testing
+ Easy to set up+ Easy accessible+ All elements can be tested
— Time consuming— Uncertainty about interpretation of results— Limited number of combinations
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Lessons we’ve learned.
How to test?
A/B Split testingMultivariate testing
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Multivariate testing & Optimization
Multiple creatives are tested simultaneouslyButtons, promotions, offers, calls to action
Real time optimization, after the send
Based on click through or conversion behaviour
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How 8Seconds Email Optimizer works
Time difference between sending the email and viewing the images
2. Download images1. Receive email
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How 8Seconds Email Optimizer works
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How 8Seconds Email Optimizer works
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Real time MVT&O
+ Dynamically adapting content after the send+ Statistical significant+ Multiple combinations possible
4 images, 3 options each 81 unique combinations
- Limited to images- Need of 3rd party tool
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Lessons we’ve learned.Case study
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Case study
Telecom operator TELL A FRIEND
Approx. 140,000 addresses
Goal: Convince a friend
Which present will maximize the effectiveness of the campaign?
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+ 51 %
6258 Unique views to determine winner70,825 Remaining viewers only saw winning prize
Prize testing
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78.025 unique views6258 unique views
6%
5%
4%
3%
2%
1%
0%
Clic
k-th
roug
h ra
te
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Lessons we’ve learned.Lessons we’ve learned
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Don’t make me think
+ 23 %
+ 58%
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Colors matter
+ 23 %
+ 30 %
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Show them products
+ 58 %
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Tell them what they will get
Visit our website
Click here to see the online demo
+ 72 %
+ 230 %
+ 44 %
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Tell them what they will get,but don’t be too pushy
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Tell them what they will get,but don’t be too pushy
+ 72 %
+ 301 %
35% OFFEnter the Sale Now!
View the exclusive collection for sale now
Click and save online
Leaf through brochure
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And sometimes we don't know why
+27 %
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+ 118 %
+ 90 %
(Already now 70% Off)
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Lessons we’ve learned.
So…What is a good email campaign?
You don’t know,
so, start testing
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Resources / Contact Information
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Resources
• Resource Center– White papers– Webinars– Blogs– Case studies– Newsletters– http://www.silverpop.com/marketing-resources/index.ht
ml
• Many presentations on SlideShare– www.slideshare.net/Silverpop
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Next Webinar
• Date– May 20– 2 pm ET/11 am PT
• Topic: – The 7 Secrets to Recovering Abandoned
Shopping Carts – Charles Nicholls, SeeWhy
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Contact Information / Q & A
• Pieter Wuyts
– www.8seconds.net
– mobile: +32 479 98 95 19
• Loren McDonald
– [email protected]– Twitter: @LorenMcDonald– Twitter: @silverpop
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Thank You!
On Twitter: @Silverpopwww.slideshare.net/silverpop
www.silverpop.com