Catch the E-mail Testing Bug!
You’re now ready to incorporate the information gleaned through the analysis of these interactions into your product-pricing decisions.
• Design of experiments (i.e., fractional factorial designs and Taguchi robust design experiments) allow marketers to look at a large number of factors while minimizing the number of test e-mails that need to be created. For example, you can conduct a test that looks at 15 factors, each with two options, providing test results for 32,768 different possible e-mails by creating 18 e-mails. During the design phase of the experiment, the factors and options are identified in a brainstorming session involving both marketers and test designers. Then, a representative set of 18 e-mails are identified by leveraging statistical software with a design of experiments module. After the specified e-mails are created and deployed, the resulting responses from these 18 e-mails then are used to create predictive models that provide marketers with the optimal combination of factors in the e-mail.
To be sure, the process of designing the experiments and creating multiple ads can be a big project. It involves discipline, careful planning and creative preparation to execute this type of testing. However, when compared to the execution of thousands of A/B split tests, the advantages are simple. Design of experiments allows you to learn in weeks what would take years to learn using traditional testing options, and the results are very impressive. Dell, for example, has publicized that it gained more than a seven-fold increase in sales from a Taguchi-optimized e-mail campaign.
What Are You Waiting For?
The one, sure-fire way to improve your e-mail program is to start testing. The e-mail channel provides you incredible insights into every stage of interaction with your messages. Start with subject-line testing, and you’re sure to catch the testing bug. From there, the options get more complicated. By taking this logical approach to identifying the greatest opportunities, determining the factors that impact those opportunities, and selecting the appropriate testing methodology, you will see results that impact your bottom line. Catch the testing bug, the rewards will be worth it!