Powering Smarter Marketing

Implementing a test programmeto optimise email campaign performance

Anthony WilkeyStrategic Client Directorawilkey@emailvision.com@zamoranto

Testing

Testing

Why?

How?When?

What?

www.emailvision.com

Why?

Testing – Why?

● Supports constant improvement● Reduced time and effort● Optimise performance● Better understand channel mix● Learn what works and what doesn’t

● If you’re not testing, you’re just guessing

www.emailvision.com

What?

Testing – What?

● Split Testing (A/B testing)

● Test multiple variations of a single variable

● Multivariate Testing (MVT)

● Test multiple variations of multiple variables

● Multi-message Testing (MMT)

● Test multiple variations of multiple variables

● Timing and Frequency Testing

● How often? What day? What time?

● Audience Testing

● Change things up for different segments

● Device Testing

Based onin-life

optimisation

Assessed over a longer

period

www.emailvision.com

When?

Testing – When?

● As often as possible● Embed “test and learn” into all programmes● Conditions and environment constantly changing● Explore automation options● Don’t be afraid to fail

www.emailvision.com

How?

Testing – How?

Execute

Analyse

Plan

Testing – How?

Execute

Analyse

Plan

Example – US Presidential CampaignTactic #3. Test every day

“Obama for America” tested and sent a national email almost every dayThis increased to multiple times a day as Election Day drew nearer

"Sometimes we’d see a lift of anywhere between 5% or 10%. But 5% or 10% on an email that’s projected to raise a million dollars is a lot of money. It’s totally worth our while, so that’s why we had 20 writers and 20 email staffers working at all hours of the night — to make sure these tests were ready."

Here’s the testing process the team used: 

Step 1. Write a bunch of emailsStep 2. Choose four to six and brainstormStep 3. Tailor the copyStep 4. Test the message, then the subject lineStep 5. Start over

The team’s best-performing subject line, "I will be outspent," and best-performing email raised more than $2.6 million.

http://www.marketingsherpa.com/article/case-study/obama-email-campaign-testing#

Summary

● Make testing (experimenting) a priority● Don’t be afraid to fail● Don’t let a lack of resources hold you back● Review regularly● Share the results● Start tomorrow

Additional Resources

Emailvisionhttp://blog.emailvision.com/search/node/test

DMAhttp://dmaemailblog.com/tag/ab-testing/

Econsultancyhttp://econsultancy.com/uk/press-releases/7156-marketers-reap-returns-from-email-but-neglect-optimisation

Which Test Won?http://whichtestwon.com/2012-email-testing-awards-hall-of-fame

Marketing Sherpahttp://www.marketingsherpa.com/article/chart/top-email-elements-to-test#

Clickzhttp://www.clickz.com/clickz/column/2258408/15-types-of-email-marketing-tests-you-should-be-doing