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A/B Testing: The Hidden Gem of Email Marketing Wendy Griffin Marketing Coordinator [email protected]
A/B Testing: The Hidden Gem of Email Marketing
Wendy Griffin
Marketing Coordinator
Questions
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Today’s Agenda
Intro to A/B Testing
Why it is important
How to get started
Demonstrating Campaigner® Experiments
Questions?
A/B Testing: The Gem of Email Marketing
A/B testing is a simple way to test changes to your emails against the emails
you current have running. This will help you determine which ones produce
positive results.
Why A/B Testing is Important
Optimize your email campaigns before you send to your list
Track meaningful metrics to better understand readers interests and behaviors
Increase conversions and sales
How to Get Started
Sign up for Campaigner!
1. Set Your Objectives
What are you trying to accomplish through testing?
More Opens?
More Clicks?
More sales
Website visits
Social media
Downloads
Free trials
Increase engagement
Test element
Test objective
Test audience
Dates on when you want to test
Campaign titles
Topics you will cover
2. Map Out a Plan
Plan what you will be testing
Sample A/B Testing Calendar
3. Run the Test!
4. Track and Analyze Your Reports Record and compare your information
5. Send the Winner
6. Leverage the Good Results & Repeat
Did you know?
President Obama
raised millions using
A/B Testing
throughout his online
email campaigns.
Did you know?
The winning
subject line raised
$2,540,866.
Lessons learned from the Obama campaign
Don’t trust your gut - It’s important to remember that you are not your audience, so everything needs to be tested.
Keep a testing calendar - The Obama campaign had short and long-term calendars for national emails campaigns.
Circulate your test results internally - The team circulated the results of all its tests via an internal email.
Lessons learned from the Obama campaign
Invest in your team - The digital team grew from a handful of people in spring 2011 to a department of more than 200, making it the largest single department within the Obama campaign.
Be human - A personal touch can be very effective in email marketing, For example, a
subject line that simply said “Hey” consistently proved to be the most successful
Some Ideas to Help You Test
From Name
From name
Choice of individual's name company name or brand as the sender
From Address
From address
Generic such as [email protected]
From a specific person [email protected]
From a specific department [email protected]
Subject Line
Subject line
Length, branding, personalization, trigger words, word order, approach, offer, deadline
Design
Design
CTA, Buttons, images, copy, offer, layout, wording/tone.
Reviewing Campaigner Experiments
Questions?
Thank You!
If you have comments or questions
about this session, feel free to email
me at [email protected]
