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tactics Weekend bias in send time optimisation

Own the assumptions of your algorithm and measurement process as real life will always be different from the lab and you want to measure your results, even if you know your model oversimplifies the reality. Think about alternatives of A/B testing, not only for making decisions but for measuring your existing algorithms as well. You might have problems either with your machine learning algorithm or with your measurement process: watch out for both! [...] [more]
craftlab.hu    Intelligence, Test, Sendtime

stats Econsultancy Conversion Rate Optimization Report 2017 [PDF]

Despite 38% using abandonment emails for CRO and a further 38% having plans to use them, less than a third (32%) consider them to be highly valuable for improving conversion rates. A/B testing and usability testing increased in perceived value for brands this year. On the other hand, website personalization, which is typically difficult to implement with consistent success, has decreased in value. This could be a result of the challenges companies experience, with negative consumer perceptions of [...] [more] 
redeye.com    Automation, Conversionrate, Study, Test

tactics Without or with the newsletter sign-up overlay?

Butlin’s, the popular UK-based family resorts site, teamed up with RedEye, a CRO and marketing automation firm, to conduct this enticing email capture test. The goal was to determine if an adding a signup overlay would increase newsletter sign-ups, without disrupting conversions [...] [more]
behave.org    Listbuilding, Test

tactics The surprising power of subject line emojis – Daniel Betts – Medium

Result: The test went out to 25% of our prospect database, split evenly between the two subject lines. We had 9% more opens on the emoji subject line. Result. Despite the increase in opens, click data was largely the same – but at least we were getting in front of more eyes. [...] [more]
medium.com    Subjectline, Test

tactics Testing Strikethrough using Unicode in subject lines

A customer requested to use strikethrough in a subject line. It might sound like a simple thing to do, but as it hadn't been done before by our campaigns team, it required sufficient testing. Two things struck me with this request: 1. Will this work on most devices? 2. Will it actually add value to the Subject Line? [...] [more]
communicatorcorp.com    Subjectline, Test

tactics Your Pre-send Email Testing Checklist

My biggest “oops” moment was sending a webcast invitation to 70,000 people with a date in August instead of April. It could have been avoided and was a tough lesson to endure. I could have avoided that blunder by more thoroughly testing my email. If you find yourself growing anxious before your next send, use this checklist to turn your email nightmares into an email marketing dream come true. [...] [more]
sendgrid.com    Test

discussion Email Marketing Mistakes - Mishaps, Damage Control, and Our Pre-Send Checklist [VID]

An ugly truth about email marketing that veterans know and newbies will soon find out is that if you haven’t made a mistake yet...you will. We’re all human, so prepare for the worst by joining us for forty-five minutes while our email marketing team discusses: Common email marketing mistakes. Damage control (What should you do?). Our pre-send checklist to help you stay on top of the details...and out of trouble. [...] [more]
sendgrid.com    Design, Marketing, Test

tactics Humana Offers Insight into the Role of Language in Driving Customer Engagement

Humana ran an email campaign with the objective of increasing one-click prescription refill engagement. The high rate at which prescriptions go unfilled, even among those with full coverage, is a public health concern with potentially injurious outcomes. In order to both empower members to lead their healthiest lives and improve efficiencies, Humana partnered with Persado to craft the subject line, email body copy, and call to action of their one-click prescription refill campaigns. [...] [more]
persado.com    Subjectline, Intelligence, Test

tactics Text-based vs Image-based Emails - Which One Does Better?

As you can see from the results, the click through rates do not vary as much as the open rates. One thing I found fascinating was Pinpointe campaigns had a higher click through rate on the image-based emails. After seeing these results, I reviewed all of the image-based vs text-based email split tests I had sent out from Pinpointe over the past year and this result was consistent. I have to wonder…is it because I’m sending these campaigns to other marketers who tend to be more visual? That would be [...] [more]
pinpointe.com    Design, Study, Test

tactics Lessons Learned From 2,345,864 Exit Overlay Visitors

Offering specific, tangible resources (vs. non-specific promises) can positively affect conversion rates. Increasing the number of form fields in overlays can cause friction that reduces conversion rates. Overlay sizes exceeding 800×500 can be too large for some browsers and reduce load:view ratio (and overall impressions). Just because an offer is relevant doesn’t mean it’s good. Conversion rates vary considerably between blog categories. Not all content is created equal; some resources are more [...] [more]
unbounce.com    Listbuilding, Test

tactics When to Use Multi-Armed Bandit A/B Testing

What if as a marketer you could run 10 A/B tests within a week without lifting a finger instead of the standard monthly testing? You could be getting a significant increase in productivity and performance, if you do it right. A/B testing is a standard step in the marketing process. Without A/B testing, marketers wouldn’t have the necessary data points to maximize their marketing efforts and drive an effective campaign. The A/B test is mainly used when you want to see what treatment is causal to [...] [more]
retentionscience.com    Test

tactics The Science of Subject Line A/B Testing

When time-starved customers are bombarded with emails every day, your subject lines can make an enormous difference in whether subscribers actually see your messages. In fact, recent research shows 47 percent of email recipients quickly decide whether to open or ignore emails based on the subject line alone. Worse, 69 percent of readers who report email as spam are motivated to do so by how the subject line reads. [...] [more]
verticalresponse.com    Subjectline, Study, Test

tactics How to streamline your email testing process with Litmus

Testing and troubleshooting are critical steps for every marketer sending high-quality email campaigns. However, it’s also incredibly time consuming. 67% of email marketers spend more than one hour on testing and troubleshooting for each campaign they send, according to our State of Email Production research. Especially in busy email seasons, this can add up—and every minute you save testing your campaigns can make a big difference. [...] [more]
litmus.com    Test

tactics "The more tests, the better!" and other A/B testing myths, debunked

It’s 2017, and most marketers understand the importance of A/B testing. The strategy of applying the scientific method to marketing to prove whether an idea will have a positive impact on your bottom-line is no longer novel. But, while the practice of A/B testing has become more and more common, too many marketers still buy into pervasive A/B testing myths. #AlternativeFacts. [...] [more]
widerfunnel.com    Test

tactics Statistik-Spickzettel für Optimierer [PDF]

Wer sich mit A/B-Testing beschäftigt, stellt früher oder später fest, dass man dabei am Thema Statistik nicht vorbei kommt. In der Tat braucht man zumindest ein Grundverständnis der statistischen Begriffe und Zusammenhänge, damit man einen A/B-Test richtig plant und auswertet. [...] [more] 
konversionskraft.de    Test
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