Testing: R

emember, O

ne

Variable a

t a Time

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Proofing or technology testingThis involves testing the technical side of things to make sure your email is delivered in the way in which you intended

Variable testingAssesses the impact campaign components have on the success of your transmission

Two types of testing

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Proofing

Why is it importantIt is the foundation to quality marketing communications and if neglected, some of your audience may not be able to read your e-mail

HowCheck your e-mail in different browsers and versions

Internet Explorer, Firefox, Safari and Chrome

Check in different IP addresses, even if this involves leaving your office to get a different IP addressCheck with different email clients

Gmail, Outlook, Endora, etc

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Variables, the fun part

Three elementsList, offer and creative

Split-cell testing or A/B testingA test requires a control and a variableCan only apply this to one element at a timeTesting more than one element at a time produces inconclusive results

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QualityThis contributes to 40% of the success of a marketing campaign

Correct way of testingChoose an e-mail you’ve sent to your house list that performed on par with most e-mails sent to that listChange NOTHING about the e-mail you’re testing with the new listsKeep the same offer, content and creative to both listsIf you’d like to test multiple lists at once, make sure you’re testing on the same day, at relatively the same time and have sent identical suppression lists

List

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Offer

QualityContributes to 40% of the success of a marketing campaign as wellIt is the driving factor and enticement for people to take the action you desire

How to test itJust like lists, only test one variable at a timeDon’t change the list, content or creative of the campaignRemember the ROI of different offers

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Creative

QualityMakes the least difference in a marketing campaign’s success, only 20%

ElementsSubject line-make it witty or straight to the pointImage-small header vs. big headerColor-what looks professionalFrom line-do people respond better to an e-mail from a generic sendHTML vs. plain textLayout-callout boxes on the right or left

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Call to action

Full report-http://crunk.starrtincup.com/testingWilliam TincupW: www.starrtincup.comE: tincup@starrtincup.comP: 817-204-0400