Strongmail New Features & Best Practices New Media Team Marketing Services.
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Transcript of Strongmail New Features & Best Practices New Media Team Marketing Services.
StrongmailNew Features & Best Practices
New Media TeamMarketing Services
A/B Split Test mailings allow you to test individual elements within a mailing to see if one version performs better than another. It provides a controlled method of determining the effectiveness of changes within an email that can influence response rates.
Testing Examples:
Subject line: open rate Button vs. text link: highest click-through rate (CTR) Call-to-action placement Personalization vs. no personalization Sending at different times of day or days of the week Template or Format: Text, Layout, Images, Promo Boxes
Winner vs. Non-winner:
Winner: Large list size. Send versions A and B to a small portion of the list and then send the winner version to the remainder of the list. Wait at least 48 hours to send the winner version to the remainder.
Non-winner: Small list size. 50% of list receives version A and 50% receives version B.
A/B Split Testing
A/B Split Testing
Guidelines:
List size should be big enough to get statistically significant results (min. 1,000 recipients).
Hard count and percentage-based testing options.
A/B testing functionality can generate 2 or more different splits per test mailing.
However, only one variable should be tested at a time.
A/B Split Testing
Measures user stats for desktop, application, and mobile.
Insertion of one pixel by one pixel transparent image at the bottom of the email template.
The metric is tracked when the email is opened & the pixel is loaded.
Mobile is growing consistently as the lead, and iPhones and iPads are the most popular mobile devices.
Different populations will have different results.
Should only be used with email campaigns, not single emails.
Metrics determine behavior & engagement based on activity and can be used to measure trends over time.
Results can be used to drive design business decisions to optimize your template for the audience.
Mailbox IQ
<img src="http://miq.troweprice.com/C320R105A.gif?pvci=RPS_SPN_425_042413 width="1" height="1" alt=" " />
Mailbox IQ
Platform
Hit Quanti
ty
Percent of Hits
WebSoftwa
reMobile Social Bots
Full Messa
ge
Preview
Pane
Internet
Explorer
Firefox
SafariChrom
eOpera Other
Web 1 0.20%100.00
%0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00%
100.00%
0.00% 0.00% 0.00% 0.00%
Mobile 9919.53
%0.00% 0.00%
100.00%
0.00% 0.00%100.00
%0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00%
Software
407 80.28% 0.00%100.00
%0.00% 0.00% 0.00% 0.00%
100.00%
0.00% 0.00% 0.00% 0.00% 0.00% 0.00%
Total Platfor
m507
100.00%
0.20% 80.28% 19.53% 0.00% 0.00% 41.77% 58.23% 0.00%100.00
%0.00% 0.00% 0.00% 0.00%
Device tracking report
Mailbox IQ
Email Client
Hit Quanti
ty
Percent of Hits Web
Software
Mobile
Social Bots
Full Messag
e
Preview
Pane
Internet
Explorer
Firefox SafariChrome Opera
Other
Yahoo 1 0.18% 100.00%
0.00% 0.00% 0.00%
0.00% 0.00% 0.00% 0.00% 100.00%
0.00% 0.00% 0.00% 0.00%
Android OS 2 0.36% 0.00% 0.00% 100.00%
0.00%
0.00% 100.00%
0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00%
Express 4-6/ IE mail
6 1.08% 0.00% 100.00%
0.00% 0.00%
0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00%
Apple Mail / Webkit
Based Email8 1.44% 0.00% 100.00
%0.00% 0.00
%0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00
%
Lotus Notes 10 1.80% 0.00% 100.00%
0.00% 0.00%
0.00% 0.00% 100.00%
0.00% 0.00% 0.00% 0.00% 0.00% 0.00%
Outlook 2003 & XP
16 2.88% 0.00% 100.00%
0.00% 0.00%
0.00% 0.00% 100.00%
0.00% 0.00% 0.00% 0.00% 0.00% 0.00%
Other Software
22 3.96% 0.00% 100.00%
0.00% 0.00%
0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00%
iPad 27 4.86% 0.00% 0.00% 100.00%
0.00%
0.00% 100.00%
0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00%
iPhone 70 12.61% 0.00% 0.00% 100.00%
0.00%
0.00% 100.00%
0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00%
Outlook 2007
119 21.44% 0.00% 100.00%
0.00% 0.00%
0.00% 0.00% 100.00%
0.00% 0.00% 0.00% 0.00% 0.00% 0.00%
Outlook 2010
274 49.37% 0.00% 100.00%
0.00% 0.00%
0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00%
11 Email Client
555 100.00%
0.18% 81.98% 17.84%
0.00%
0.00% 40.57% 59.43%
0.00% 100.00%
0.00% 0.00% 0.00% 0.00%
Email client reporting
An email marketing best practice feature is the ability to generate a personalized email to an individual recipient. StrongMail offers Content Blocks to add an unprecedented level of relevance to your messages.
StrongMail's Content Blocks is a tool that uses dynamic segments and text-based tokens to insert reusable content or dynamic content from your data; personalized text and graphics, directly into your email template.
Personalization can be used in a variety of ways, such as: swapping out Sender Name,
Sender Email, Reply Email swapping out signatures or
contact information recipient’s first name to insert a
personalized salutation or personalized body copy
Personalization
Personalization
Guidelines: In order for personalization to function properly, the data associated with the email must
be provided Personalization corresponding to a recipient’s email address must be provided in a .csv
file Additional variable content such as unique sender or contact information can be provided
in a Word document with the jobs markup
Lifecycle MarketingAutomated multi-stage event-triggered email marketing delivering relevant communications based on behavior: Currently in testing phase Meant for ongoing campaigns Setting exact times for launch is not possible If a recipient clicks or opens an email, it will automatically send another email to them or
will stop sending
Outlook 2010
Why does my email look different?
With the release of Outlook 2007 & 2010, Microsoft switched to Microsoft Office Word as a rendering engine for both reading and composing e-mails in Outlook from its previous versions that used Internet Explorer to view e-mails.
Microsoft’s decision to avoid using a browser to render HTML ignores standards-based e-mail design & allows less control for e-mail designers over how HTML e-mails are rendered, & Adobe Acrobat proofs created from these e-mails do not accurately display the way the e-mail is actually viewed in the preview pane.
The most common issue this has caused for us is white space and gaps, especially surrounding button rendering, however this does not extend to the actual e-mail display, only the PDF output
Outlook 2010Outlook 2010 does not support:
Padding values & failure of the tops of cells to line up properly resulting in cut off background colors. i.e.: white lines
Formatting: Word applies its own print based formatting that applies automatic page breaks and gaps in the layout of long e-mails with a lot of content
Outlook 2010 adds a one pixel gap under (or over) every image inside a table cell
Font rendering– resulting in letters cut off in proofs
Background images & shadowed edges
Borders on images Animated Gifs, JavaScript &
Flash Forms Wrapped text & Justified text Middle text alignment
alongside images & image resizing
Automatic letter spacing
Exploring a more templated approach to direct clients to a ready to go pre-approved template library for quick blasts.
The library contains categories such as alerts and invitations broken down by Business Unit.
Explore on GlobalNet:https://home2.troweprice.com/sbs/docs/DOC-17662
Email Template Library
Questions?
We are happy to answer any questions, help develop ideas, attend meetings, collaborate on projects & provide examples.