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Tag Archives: testing
The best call to action to raise money for Haiti
The Dutch ESP MeasureMail and their partner Admitter took the initiative to organize an email campaign to raise funds to help the victims of the earthquake in Haiti.
In order to improve the effectiveness of the campaign MeasureMail used real time optimization to find out which content would generate the highest conversion… and they doubled the conversion !!!
Posted in Blog, Case Studies
Tagged best content, call to action, charity, email marketing, email optimization, fundraising emailcampaign, ngo campaign, testing
3 Comments
Conversion. What’s in a name?
Using multivariate testing in email campaigns increases the click-through rate. Recent discussion on our website pointed out that there is a bit of skepticism whether an increase in click-through also leads to an actual increase of conversion and an increase in profit in the end. As Dave Westerhof, from Bol.com, stated “Imagine a funnel where a customer goes from opener to clicker to buyer. Averages are mostly known per business for every step, say for instance from opener to clicker is 50% and from clicker to buyer is 40%. By increasing the initial 50% to 51%, we can derive an increase in profit at the end, ceteris paribus (40%).”
Bol.com tested how to sell the latest Dan Brown and shares the results
To promote the latest book of Dan Brown, Bol.com, the largest media store of The Netherlands, sent out an email campaign. The challenge was to maximize the sales of the book by adapting the content of the email to the recipient’s preferences. Bol.com created different header images with different calls to action and wondered which header would maximize the response rate of the campaign. Highlighting FREE SHIPPING appeared to be more powerful than giving a the recipient the feeling of exclusivity (READ ON THE DAY OF PUBLICATION or THE FIRST TO HAVE THE BOOK AT HOME). Testing this offer increased the CTR by 59%.
No more excuses for not increasing ROI
Testing is a proven method to increase ROI of email campaigns. The existing methods (A/B testing and sampled multivariate testing) suffer from disadvantages: time consuming, not compatible with all email platforms, uncertainty about interpretation of results, etc. Multivariate Testing and Optimization is a solution to the problems that stop marketers to test email campaigns. Continue reading