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

Web Software Mobile Social Bots

Full Messa

ge

Preview

Pane

Internet

Explorer

Firefox Safari Chrom

e Opera 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 99 19.53% 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

tyPercent of Hits Web Softw

areMobil

eSocia

l BotsFull

Message

Preview

Pane

Internet

Explorer

Firefox Safari Chrome Opera Othe

r

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 Email

8 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

PersonalizationGuidelines: 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 2010Why 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.

EP_HTML_Email_Team@troweprice.com