E-commerce Link: Test It Out
All marketing should be iterative. You launch a campaign, review results and determine your success. During the process, it is imperative to test. The direct marketing mantra is “beat the control.” Marketers look for ways to better connect with their targets and improve results. They learn from testing and the review of results, and then they apply their learnings to the next campaign.
Email Marketers Can Generate Response Quickly
Here’s an example I worked on for a client, which demonstrates the ability to use timeliness for email testing:
A marketer provided horoscopes on its website and collected more than half a million email addresses. A light bulb went off and the marketer wanted to send an email to encourage recipients to register to receive a daily horoscope, rather than waiting for the individual to visit the website.
At 9 a.m., we launched seven tests to portions of the file. At noon, we evaluated results and saw that two tests performed much better. We looked at what worked and what did not work, and decided to develop one more creative test. At 2 p.m., we sent three emails to a subset of the list with the winning creatives and a newly developed email.
Finally at 5 p.m., we evaluated the results. The new creative was the winner. We rolled it out to the balance of the list the next day. Just to give you insights into registrations for all testing: The lowest registration rate was 7 percent and the highest was 43 percent.
Email testing can give actionable results in a short time frame that you can act upon quickly.
If Email Is Iterative, What Does That Mean?
You can understand from the previous example that you can easily use email for testing. But that’s not all I’m referring to when I say this. You should learn from every campaign you send. It might not be a test, but who opened? What portions of your list clicked … and on what product/offer did they click? The only way to improve is to develop segments and a testing strategy.