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Next Generation Email: Real-Time Content Testing and Optimization
Pieter Wuyts, 8 Seconds
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
Lessons we’ve learned.Why test?
US: Attendee: 1-323-417-4600, access code 358-688-108
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
Lessons we’ve learned.What to test?
design
Timingfrequency
copy
images
offers
subject
sender
buttons
Testing design and images: most effective to increase ROI
* Results from “Email Survey: Use of testing in email marketing”, by eROI
Lessons we’ve learned.
How to test?
A/B Split testingMultivariate testing
Email A
Email B
Email C
Email D
2000 recipients
2000 recipients
2000 recipients
2000 recipients
AB testing
Analyze reports…
Send best version to the remaining recipients
Lessons we’ve learned.AB testing:Disadvantages?
AB testing
Time consuming
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
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
AB testing
+ Easy to set up+ Easy accessible+ All elements can be tested
— Time consuming— Uncertainty about interpretation of results— Limited number of combinations
Lessons we’ve learned.
How to test?
A/B Split testingMultivariate testing
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
How 8Seconds Email Optimizer works
Time difference between sending the email and viewing the images
2. Download images1. Receive email
How 8Seconds Email Optimizer works
How 8Seconds Email Optimizer works
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
Lessons we’ve learned.Case study
Case study
Telecom operator TELL A FRIEND
Approx. 140,000 addresses
Goal: Convince a friend
Which present will maximize the effectiveness of the campaign?
+ 51 %
6258 Unique views to determine winner70,825 Remaining viewers only saw winning prize
Prize testing
78.025 unique views6258 unique views
6%
5%
4%
3%
2%
1%
0%
Clic
k-th
roug
h ra
te
Lessons we’ve learned.Lessons we’ve learned
Don’t make me think
+ 23 %
+ 58%
Colors matter
+ 23 %
+ 30 %
Show them products
+ 58 %
Tell them what they will get
Visit our website
Click here to see the online demo
+ 72 %
+ 230 %
+ 44 %
Tell them what they will get,but don’t be too pushy
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
And sometimes we don't know why
+27 %
+ 118 %
+ 90 %
(Already now 70% Off)
Lessons we’ve learned.
So…What is a good email campaign?
You don’t know,
so, start testing
Resources / Contact Information
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
Next Webinar
• Date– May 20– 2 pm ET/11 am PT
• Topic: – The 7 Secrets to Recovering Abandoned
Shopping Carts – Charles Nicholls, SeeWhy
Contact Information / Q & A
• Pieter Wuyts
– www.8seconds.net
– mobile: +32 479 98 95 19
• Loren McDonald
– [email protected]– Twitter: @LorenMcDonald– Twitter: @silverpop
Thank You!
On Twitter: @Silverpopwww.slideshare.net/silverpop
www.silverpop.com
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