Test and Segment Your List For Success

Jill Bastian & Megan Buell

Hashtag #VRwebinar

Agenda

• The Do’s and Don’ts of Testing

• What to Test

• Recap

• Demo of Segmenting tool

• Q&A

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The Do’s and Don’ts of Testing Your Emails • Do’s:

• Take some risk

• Split your list by 70/30, or 80/10/10• List Size

• Decide what you want to improve upon – CTR, OR, Conversion, Unsubscribe Rate

• Keep in mind that it’s different for everyone

• Test the same thing multiple times

• Don’ts:

• Don’t test too many things at once

• Don’t divide your list by more than 2-3

What to Test in Your EmailsOpen Rate:

• From Name: • Company Name vs. Person’s Name

• Subject Line: • Long vs. Short• Promotion: 50% off vs. half off

• Personalize it

• Clear CTA vs. Description of Offer

• Change it based on the audience• Sense of Urgency

• Frequency of Send

• Day and Time of Send

Click-through Rate & Conversions• Email Content

• Long vs. Short Copy• Clear and Simple – body content & headlines• Testimonial vs. no testimonial

• Your Offer• % vs. $• FREE vs. Reduced vs. Complimentary• Include a time limit

• Call To Action• Text vs. Button• Placement• Number of CTA’s• The Way You Say It

What to Test in Your Emails

Unsubscribe Rate:

• From Label

• Subject Line

• Remind recipient who you are and where & when they signed up for your email list

• Frequency

• Personalize Your Email

What to Test in Your Emails

Comparing your Results Using the VR Dashboard

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Comparing Results

• Compare your lists• Compare emails

• Open Rates• Click-through Rate• Unsubscribe Rate• Conversions

Continue to track your results overtime and keep on testing!

Recap of Testing Strategies

• The “Bizarro” World of email testing is real

• Once you find something that works, stick with it until it stops – then test again!

• Different audiences react differently

• Never stop testing

• Keep it fresh

Resources

• VR Marketing Loungehttp://lounge.verticalresponse.com

• VerticalResponse Help sitehttp://help.verticalresponse.com

• VerticalResponse blogblog.verticalresponse.com

Demo

Demo and Q&A

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