The Benefits of Email Testing

Melody College

What Can Email Testing Do?

Testing helps you understand your subscribers’ behaviors and preferences.

Testing helps identify and solve specific problems in email campaigns.

Testing increases ROI.

Testing is the only way to optimize response.

Are You Thinking Big Enough? Do you measure your email campaigns against industry

benchmarks?

Is testing part of your email marketing strategy?

Are you only looking for statistically significant results?

Are you testing small changes?

Do you look to see what has already been tested before trying it yourself?

Are you having fun with your email program?

Source: Seven Signs You Aren't Thinking Big Enough, MediaPost Publications, Email Insider by Morgan Stewart, Co-Founder and CEO of Trendline Interactive

“Never change. Never test. Assume that since you are making money, everything

is ok.” – Andrew Kordek, Chief Strategist, Trendlineinteractive.com

Are You Thinking Big Enough?

It’s Time To Evolve….

The days of “blast and batch” are gone.

Marketing messages need to be relevant, targeted, and personalized!

Relevant…Targeted…Personalized!

Food For Thought...

Wording

Location

Coding and format

Shape, size, colors and highlighting

Source: You should marry me…now! What to tweak and test in your call to action - Email Marketing Reports http://www.email-marketing-reports.com/iland/2010/09/email-call-to-action.html

Learn From Your Tests Document your results

Start with the basics

Give your test 24 hours to complete

Look beyond clicks and open rates

Segmentation

Try multivariate testing

Source: “If it ain’t broke, don’t fix it…” 5 Top Email Test and Learn Tips - Amy Honigfeld's blog

TEST WITH EVERY EMAIL CAMPAIGN

Which Test Won?

Which Test Won?

Subject Line Test

A: Account Update from National Geographic Traveler

B: Access National Geographic Traveler Customer Service 24/7

Which Test Won?

Time of Day Test

Version A sent 9 a.m.

Version B sent 3 p.m.

Subject line: Student Photo of the Month, Upcoming Webinar, and More

Which Test Won?

Which Test Won? Subject Line Test

A: Howie Mandel learns to “deal” with his chomping Chihuahua

B: Signed copy of the Dog Whisperer’s new book for you!

TEST WITH EVERY EMAIL CAMPAIGN

Resources http://whichtestwon.com/ http://www.abtests.com/

http://www.email-marketing-reports.com http://www.emailinstitute.com/ http://www.mediapost.com/ http://emailexpert.org/ http://www.retailemailblog.com/

It’s Time To Play….