Email marketing: test your way to success from Kath Pay at Email Marketing Day at Your Desk by Markedu

Kath Pay
Co-Founder & Consultant

Using the Aggregation of
Marginal Gains to Test your Way
to Success 1

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What’s their Secret?
• They tested things
• Endings
• Scenes
• Looks to camera

They studied what worked and why it worked


Testing is so easy online
• Quick wins and big wins
• Great wins
• Most elements are
really easy to test
• Great technology to
help
• Results in real time
• Optimisation within
campaigns


So why don’t we do it?
• Don’t know how to
• Misbelief that it is
expensive
• Misbelief that it is
time consuming
• Not being aware of
the available
technology out
there


• Our opinions are worthless until tested
• So are your Marketing Director’s
• And as for your Managing Director’s…


Testing is a Strategic Issue
• How can I get more traffic for less money?
• How can I get more “successful outcomes”?
• What will drive up average order values?
• How do I build repeat purchase and loyalty?


Aggregation of Marginal Gains
The GB cycling team's winning philosophy is "aggregation of
marginal gains”: get a lot of small things right, put them all
together, and they add up to a significant gain.

http://www.guardian.co.uk/sport/2008/aug/14/olympics2008.olympicscycling1

“It means taking the 1%
from everything you do;
finding a 1% margin for
improvement in everything
you do.”

http://www.teamsky.com/article/0,27290,17547
_5792058,00.html


Bad results?
A great learning opportunity


Thomas Edison
• “I have not failed. I've just
found 10,000 ways that
won't work. “


Some Basic Rules….
• What you test will depend upon your objectives
• Test functional and technical things in addition to testing to
optimise the campaign
• Test the strategy and other long term factors such as
frequency, content strategy, contact strategy, templates,
triggered responses, the customer journey etc
• Easy wins are to be had in testing Subject lines, From
Name, Call to actions, Landing Pages etc
• When A/B split testing, only test one facet of the campaign
• Ensure you measure the appropriate metric


Measure the appropriate metric


A few rules to follow…
• Always have a control to base results on
• A/B Split tests
• Remember time is a variable
• Understand statistical concepts
• Could this have happened by chance?
• Do the maths before betting the farm
• Test the big things first
• List (segmentation)
• Offer (call to action)


Statistical Validity
• Could this have happened by chance?

http://www.emarketingdynamics.com/email-test-sample-
size-calculator.asp


So lets get testing…

because everybody should be
doing it
At all stages of the process


Driving Traffic: 3 extra words -
10% more traffic
Buy Online – Making it Easier

… UK business mailing lists … Download …
CTR: 8.6%

Search: … Buy UK business mailing lists … Download …
[business CTR: 9.2%
mailing lists]
… UK business mailing lists … Buy online and download …
CTR: 9.5%


Email: what can you test?
• Price points • Segmentation
• Discount in value • Design
• Discount in % • Layout
• Free Gift/access to content • Tone of Voice
• Bundles • Long/short Copy
• From Field • Personalisation
• Subject line • Number of links
• First 6 lines • Landing Page
• Day of week • Frequency
• Time of day • Follow-up
• Text/HTML/Flash/Streaming video • Phone response
• Teaser • Accelerator


Don’t forget the From Name

CONTROL TEST
From : PriceMinister Advice From : Sophie at PriceMinister

Click-Through rate: Index100 Click-Through rate : Index 156


Subject A/B length test
A Jan 25 webinar: Webcasting High-Profile Events
B Jan 25 webinar: Enterprise Webcasting for High-Profile Events

• B had 58.9% higher open rate
• B had 279% increase in webinar registrations

Courtesy of
www.emailvision.com

Call to Actions

A B

+230%


Simple test

Screwfix.co.uk


Measuring tests

Measure- Campaig Resu Campaig ResulCampaigResul Recommendatio
Hypothesis Test Group Source Test Conclusion
ment n lt 1 n t2 n t3 ns

Buy Now Even though Buy
Buy Now buttons Now doesn't
Half of Reportin E09W44 TRU generates higher
generates more sales Sales E09W46A TRUE generate more
remainder g C E sales than More
than More Info clicks, the call to
Info
action results in
more sales and
Random Buy Now' did not so is more
Buy now generates
200k v Email E09W44 FALS FALS generate more effective than
more clicks than More clicks E09W46A
Random software C E E clicks than 'More More Info.
info
200k Info'

Courtesy of Screwfix.co.uk


Abandoned Shopping Cart


Judge the outcome not the clicks
• Version A: 36% lift in paid orders; + 59% lift in number of products sold per
order but less clicks than version B

• Movies Unlimited’s ASCE template was sent to visitors who’d left the site
before purchasing what was in their shopping carts

• Everything was identical except the offers but each visitor received a personal
greeting and saw the products from their shopping cart

• If the marketers had picked a winner for this test based on clicks Version B
would have won by 2%

• This test demonstrates why you should ALWAYS measure as far beyond the
initial click as possible. Your bottom line is what matters

www.whichtestwon.com


Don’t forget to optimise
your landing page

Landing Page: Male or Female


Don’t listen to your colleagues
• Version B, with the female model, convinced 108% more visitors in
Norway to submit the lead gen form

• Version A had a Caucasian male who looked like one of Norway’s
local couriers. Version B had an Asian female

• Rolf Inge Holden, Global Digital Marketing Specialist, DHL Express,
said they conducted this test because marketers in some countries
claim they can’t show female faces because they have no female
couriers. He wondered if that was true.


Combinations of Page Elements
Multi-variate testing


The Testing Toolkit
Great Technology


Split Testing for Google Adwords


Multivariate testing from Google


Split Run Testing from your ESP


Multivariate testing within email
• If you’re not testing, you’re going backwards
• Test everything – all the time
• Banish opinions – they’re worthless
• Be strategic
• Use the great tools that are out there
• Track successful outcomes
• Have fun!

8seconds


Download 50 Tips:
www.PlanToEngage.me

Kath Pay
E: kath@PlanToEngage.com
T: @kathpay


Email marketing: test your way to success from Kath Pay at Email Marketing Day at Your Desk by Markedu

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Email marketing: test your way to success from Kath Pay at Email Marketing Day at Your Desk by Markedu