SlideShare a Scribd company logo
1 of 108
Download to read offline
The Formula for Email
and Web Conversion
Success
Jon Powell
MECLABS
MarketingSherpa | MarketingExperiments
Top Obstacles in Email
Staffing, expertise
Merging Email Data

Creating consistent, relevant content
LCMC Session: Email and Web Conversion Success
Evaluates
performance
from:
• 1 billion+ sent and
tracked email
messages
• Over 400 unique
rules

messages
rules

1 billion+ email
400 unique
Anmessaging effectiveness
Experiment
Email
Test Scenario 1



Experiment ID: (protected)
Location: MarketingExperiments Research Library
Test Protocol Number: TP2092

Background: Large financial institution offering mortgages to consumers.
Goal: To determine which claim of value will generate the most response.
Primary research question: Which subject line will produce the greatest
open rate and click rate?
Approach: A/B/C single-factorial split
Test Scenario 1
Test Protocol ID: TP2092
Version A

Looking for a lower mortgage rate?
You’re not alone.

SL Rating

63

Version B

Discover the advantages of [Brand
Name] mortgages

78

Version C

Own your home sooner with free biweekly payments

81
Accurate Prediction



Version B & C generated a statistically significant improvement over A

Subject Line

Tool
Rating

Open
Rate

Rel.
Diff.

A

Looking for a lower mortgage rate? You’re not alone.

63/100

18.08%

-

B

Discover the advantages of [Brand Name] mortgages

78/100

19.80%

9.5%

C

Own your home sooner with free bi-weekly payments

81/100

20.99%

16.0%


Accurate Prediction
Mostly Accurate Prediction
Version C still generated a statistically significant improvement over A
B&C
statistically significant improvement over A

Subject Line

Tool
Rating

Open
Rate

Click
Rel.
Rate
Diff.

Rel.
Diff.

A

Looking for a lower mortgage rate? You’re not alone.

63/100

18.08%

0.61%
-

-

B

Discover the advantages of [Brand Name] mortgages

78/100

19.80%

0.57%
9.5%

-7.4%

C

Own your home sooner with free bi-weekly payments

81/100

20.99%

16.0%
0.68%

11.3%
Test Scenario 2



Experiment ID: (protected)
Location: MarketingExperiments Research Library
Test Protocol Number: TP2078

Background: A well-known news publication
Goal: To increase subscriptions from former subscribers who have been
absent between one and two years
Primary research question: Which subject line will produce the greatest
open rate?
Approach: A/B/C single-factorial split
Test Scenario 2
Test Protocol ID: TP2078
Version A

Choose from 2 ways to save big on
the NEW [PublicationName].com

SL Rating

56

Version B

Save 50% on your choice of two new
subscription options

59

Version C

Home Delivery comes with FREE
access to [PublicationName].com

50
Inaccurate Prediction
While Version A generated a statistically significant response, Version B did not
Subject Line

Tool
Rating

Open
Rate

Rel. Diff.

A

Choose from 2 ways to save big on the
NEW [PublicationName].com

56/100

9.43%

50.2%

B

Save 50% on your choice of two new
subscription options

59/100

7.01%

11.7%

C

Home Delivery comes with FREE access
to [PublicationName].com

50/100

6.28%

--
Inaccurate Prediction
While Version A generated a statistically significant response, Version B did not
Subject Line

Tool
Rating

Open
Rate

Click
Rel. Diff.
Rate

Rel Diff.

A

Choose from 2 ways to save big on the
NEW [PublicationName].com

56/100

9.43%

1.48%
50.2%

86%

B

Save 50% on your choice of two new
subscription options

59/100

7.01%

0.76%
11.7%

-5.3%

C

Home Delivery comes with FREE access
to [PublicationName].com

50/100

6.28%

-0.80%

--
Test Scenario 3
Test Protocol ID: TP2076
Version A

Target MDs with Surveys and Panels

SL Rating

94

Version B

Reach 120,000 Physicians through
Social Media

76
Inaccurate Prediction
Version B generated a statistically significant higher response than A

Subject Line

A Target MDs with Surveys and Panels
B

Reach 120,000 Physicians
through Social Media

Tool
Rating

Open
Rate

Rel Diff.

94/100

21.30%

--

76/100 22.92%

7.6%
Inaccurate Prediction
Version B generated a statistically significant higher response than A

Subject Line

A Target MDs with Surveys and Panels
B

Reach 120,000 Physicians
through Social Media

Tool
Rating

Open
Rate

Rel Diff.

94/100

21.30%

--

76/100 22.92%

7.6%
Experiment: Results
After rating hundreds of subject lines from our library of statistically
significant experiments…
The tool predicts a winner:

31.57%

of the time
The tool predicts a winner:

A coin predicts a winner:

31.57%

50%

of the time

of the time

25¢ Subject Line Rating Tool
Check Yours Now!
So what went wrong with the tool?
Decisions based on violations:
•
•
•
•

•
•
•
•
•
•
•

Does not contain a sense of urgency
Mobile subject line is over 35 characters
Length is over 50 characters
Contains any word that has more than 8
characters
Includes one exclamation mark
Use of a word in all caps
Includes the word “You” or “Your”
Contains comma
Starts with Save
Use of $
Contains % off
So what went wrong with the tool?
Decisions based on violations:
•
•
•
•

Does not contain a sense of urgency
Mobile subject line is over 35 characters
Length is over 50 characters
Contains any word that has more than 8
characters
Includes one exclamation mark
Use of a word in all caps
Includes the word “You” or “Your”
Contains comma
Starts with Save
Use of $
Contains % off

Computers are great with
•
computer logic;
•
•
But not •so great with
•
•
human logic
•
The computer approach
• Computer logic draws
conclusions from
algorithms, rules,
switches and settings
• Human logic draws
conclusions from
context, emotions,
desires and
belonging.
The computer approach
In marketing…

We tend to rely on rule sets
•
•
•
•
•
•
•

Emphasize the benefits
Avoid long copy, use bullets
Always include a call to action
Keep it above the fold
Emphasize hero shots
Minimize compliance text
Use tabs for additional info
LCMC Session: Email and Web Conversion Success
The Research
MarketingExperiments was the first Internet-based
research lab to conduct experiments in optimizing
the conversion rate of sales and marketing
processes.
1992

Preliminary Research Begins

1997

Research Program Established

2001

First Research Report Published

2002

Testing of Research Partnership Model Begins

2003

Offer Response Optimization Theory Validated

2006

Patent Filings for Research Findings (10 Heuristics)
The Research
MarketingExperiments was the first Internet-based
research lab to conduct experiments in optimizing
the conversion rate of sales and marketing
processes.

People judge emails, websites in
the same way they judge people
1992

Preliminary Research Begins

1997

Research Program Established

2003

Offer Response Optimization Theory Validated

2006

Patent Filings for Research Findings (10 Heuristics)

It’s not the change on the page;
2001 First Research Report Published
2002 Testing of Research Partnership Model Begins
It’s the change in the mind
The Result
Email Messaging Optimization Heuristic

eme = rv(of + i) – (f + a)

©

eme = email messaging effectiveness index
rv = relevance to the consumer
of = offer to act upon
i = incentive to take action
f = friction elements of process
a = anxiety elements of process
The Result

eme = rv(of+i) – (f+a)
The Result
eme = rv(of + i) – (f + a)
Perceived Value

eme = rv(of+i) – (f+a)

©

Perceived Cost

a f

i

of
Relevance (rv)
Increasing Perceived Value
Relevance
eme = rv(of + i) – (f + a) ©
Relevance -- The compatibility of the email message to
the recipient’s motivations.
Relevance
From This

eme = rv(of+i) – (f+a)

To This
Relevance

F

Key Principles

Internal motivations
•
•
•
•
•
•

eme = rv(of+i) – (f+a)

Personal interests
Demographics
Shopping habits
Personality
Communication styles
Level of engagement

External events
• Environmental changes,
realities
• Holidays
• News events
• Competitive initiatives
Experiment



eme = rv(of+i) – (f+a)

Experiment ID: Pier 1 Imports
Location: MarketingSherpa Research Library
Test Protocol Number: A-TP1002

Background: B2C home products company with a significant online and
retail presence
Goal: To increase the click-through rate from the email to the landing
page
Primary research question: Which email design will generate the most
clicks?

Approach: A/B/C/D split test (variable cluster)
Experiment

eme = rv(of+i) – (f+a)

Sample
Team A
Team B
Team C
Experiment
Team A

eme = rv(of+i) – (f+a)

Team B

Team C

Sample
18-52% Decrease in Click-through
Each design achieved a statistically significant click-rate decrease

Email Designs

Click Rate

Rel. Diff.

Sample (client)

36.70%

-

Team A Design

17.68%

-51.83%

Team B Design

29.91%

-18.50%

Team C Design

24.07%

-34.41%
eme = rv(of+i) – (f+a)

Experiment
Click-through rate comparison

Team A

Team C

Team B

Client

17.68%

24.07%

29.91%

36.70%
eme = rv(of+i) – (f+a)

Experiment
See a progression?

Team A

Team C

Team B

Client

17.68%

24.07%

29.91%

36.70%
Offer (of)
Increasing Perceived Value
Offer
eme = rv(of + i) – (f + a) ©
Offer -- The value you promise in exchange for an action
(i.e. a click, a transaction)
Offer

eme = rv(of+i) – (f+a)

What really is the offer in email?
• You may think that the offer is the product that you want
to sell.
• In reality it is the additional information they receive in
exchange for a click.
• What is the most effective way to get a click? Is it to give
them an entire product pitch? Or just a part?
Offer

eme = rv(of+i) – (f+a)
Experiment



eme = rv(of+i) – (f+a)

Experiment ID: (Protected)
Location: MarketingExperiments Research Library
Test Protocol Number: TP2801

Background: A physician-only social network that allows medical product
companies to conduct first-hand research on potential purchasers.
Goal: To increase the number of leads from a rented trade publication list.
Primary research question: Which email design will generate the most
opens, clicks?
Approach: Multi-factorial sequential test on a trade publication list
Experiment

eme = rv(of+i) – (f+a)

Control
PROTECTED

Get started with a free
30-minute demo

Get started with a free 30-minute demo

This email assumes that
readers understand the
platform’s audience and
thus focuses on platform
uses

It also assumes intent to
purchase with multiple
“Get Started” calls to
action, one as early as
the second sentence
Treatment
This version
focuses less on
platform and
more on its users
The primary callto-action was
written to
synchronize with
their state of
interest

PROTECTED
Experiment
Control

eme = rv(of+i) – (f+a)

Treatment
104% Increase in clicks
Version B achieved a statistically significant increase in click-rate

Email

Click Rate

Rel. Diff.

Control

1.55%

--

Treatment

3.16%

104%
Offer

F

eme = rv(of+i) – (f+a)

Key Principles

• In the body of the email, it is important to distinguish
the difference between the product offer and the clickthrough offer.
Offer

F

eme = rv(of+i) – (f+a)

Key Principles

• In the body of the email, it is important to distinguish
the difference between the product offer and the clickthrough offer.
• Your communication of value starts with your subject
line and should progress, like a conversation,
throughout the entire conversion process
Offer

eme = rv(of+i) – (f+a)

Test Protocol ID: TP2076
Not this…

Target MDs with Surveys
and Panels
But this…

Reach 120,000 Physicians
through Social Media

27.6%
Increase in clicks
Offer

eme = rv(of+i) – (f+a)

From This

To This
Incentive (i)
Increasing Perceived Value
Incentive
eme = rv(of + i) – (f + a) ©

Incentive – An additional element introduced to achieve a
desired action.
Incentive

F

eme = rv(of+i) – (f+a)

Key Principles

• The purpose of an incentive is to increase the probability
of immediate action by tipping the balance of emotional
conflict inside the person
Incentive

eme = rv(of+i) – (f+a)

We typically think of…
• Discounts (20% off, buy-one-get-one-free)

• Order/Delivery (Free shipping, accelerated shipping, instant
download
• Add-ons (subscription extensions, warrantee extensions)
• Content (Whitepapers, books, articles, reports , e-books)
• Accompanying product Incentives
• Free accessories (carrying case)
• Complementary products (memory card)
Incentive

eme = rv(of+i) – (f+a)

Also consider including…
• Instilled Deadlines

• Standard promotions

24 hours only: Free shipping on…

• Implied exclusivity

48-hour member exclusive: new fall styles…

• Contests

This is the last day to enter for your chance to…

• Limited Availability

Only 25 seats left to see register for...
Incentive

F

eme = rv(of+i) – (f+a)

Key Principles

• The purpose of an incentive is to increase the probability
of immediate action by tipping the balance of emotional
conflict inside the person
• In email messaging, it can also include the use of artificial
urgency, in which the immediacy associated with the
offer is controlled by the marketer.
Friction (f)
Decreasing Perceived Cost
Friction
eme = rv(of + i) – (f + a) ©
Friction – Psychological resistance to a given element
anywhere in the email process
Friction

F

eme = rv(of+i) – (f+a)

Key Principles

• Two common elements that create friction in the
process are:
• Length
• Difficulty
• The objective is to minimize, not eliminate friction.
If you eliminate all friction, you eliminate “the sale.”
Friction

eme = rv(of+i) – (f+a)

Test Protocol ID: TP2089

1

Length

But This
Not this

21.2%
Increase in clicks
Friction

eme = rv(of+i) – (f+a)

Test Protocol ID: TP2081

1

Length

But This

Not this

41.4%
Increase in clicks

52.5%
Increase in app starts
Friction

eme = rv(of+i) – (f+a)

Test Protocol ID: TP2026

2

Difficulty
But this (1 Option)

Not this (6 Options)

20%
Increase in clicks

46%

Increase in purchases
Friction

eme = rv(of+i) – (f+a)

Test Protocol ID: TP2026

2

Difficulty

Not this

But This

10%
Increase in clicks
Friction

eme = rv(of+i) – (f+a)

Test Protocol ID: A-TP1002

What else contributed to differences in performance?
Not This

But This
Friction

eme = rv(of+i) – (f+a)

Test Protocol ID: A-TP1002

What else contributed to differences in performance?
Not This

But This
Anxiety (a)
Decreasing Perceived Cost
Anxiety
eme = rv(of + i) – (f + a) ©
Anxiety – Psychological concern stimulated by a given
(or unaddressed) element in the email process
Anxiety

eme = rv(of+i) – (f+a)

They’re just hard water stains…
Anxiety

F

eme = rv(of+i) – (f+a)

Key Principles

• Anxiety is just as lethal to conversion as friction.
• Try and mitigate anxiety rationally and you are likely to
fail…
• Though created from legitimate concern, its impact in the
mind is often disproportionate to the reality of risk.

• While website visitors are skeptical and cautious, the
natural level of concern is even greater for email offer
recipients.
Experiment



eme = rv(of+i) – (f+a)

Experiment ID: (Protected)
Location: MarketingExperiments Research Library
Test Protocol Number: TP2083

Background: A large event management online software provider.

Goal: To increase total lead inquiries (phone calls + form sign-ups) from
visitors who abandoned the free trial sign-up process.
Primary research question: Which email tone will result in a higher rate
of lead inquiries?
Approach: A/B single factorial split
Experiment
Control
Subject Line: Your Free RegOnline Access

Dear [Name],
You’re just one step away from getting FREE access to RegOnline, our award winning Event
Registration and Management Software. Quickly make an event website, try our event
marketing tools, build a registration form template or even generate custom name badges.

Click here to finish your profile and get started. Your personal profile is kept secure and we
promise NEVER to sell or misuse your information.
Have questions? Call us direct at 1-800-XXX-XXXX -- we can even set up your free access over
the phone.

Sincerely,
Jon Powell
Customer Service Representative
RegOnline
Direct: 1-800-XXX-XXXX ext. XXXX
jon.powell@RegOnline.com

• The control email uses a
typical sales tone of a
direct-response email.
Treatment

Subject Line: Your Free RegOnline Access
Hi [First],

I noticed that you started the process of getting free access to RegOnline but weren’t able to
finish. Are you concerned about giving out your phone number? Are you worried about high
pressure sales tactics or mandatory contracts?
We believe our product sells itself, so we’re just here to provide you with whatever
assistance you need in getting your event up and running - in whatever way works best for
you. We promise NEVER to sell or misuse your information.
Call me direct at 1-800-XXX-XXXX and I can help get you rolling. If you’d rather just try again
online, use this link instead.
Thank you in advance for your trust!
Sincerely,

[Name of Representative]
Customer Service Representative
RegOnline
Direct: 1-800-XXX-XXXX ext. XXXX
[name]@RegOnline.com

• The treatment directly addresses
anxiety, taking on a categorical
shift in tone – from a directresponse tone to a customer
service tone.
Experiment
Control

Direct Response Tone

eme = rv(of+i) – (f+a)

Treatment

Customer Service
Tone
349% Increase in lead inquiry rate
The service tone achieved a statistically significant increase in inquiries

Email

Inquiry Rate

Rel. Diff.

Control

1.58%

--

Treatment

7.08%

349.41%
Experiment



eme = rv(of+i) – (f+a)

Experiment ID: (Protected)
Location: MarketingExperiments Research Library
Test Protocol Number: TP2115

Background: National B2C, B2B financial company with an online and
retail presence
Goal: To increase account activity, engagement
Primary research question: Which subject line will generate the most
opens and clicks?

Approach: A/B/C/D split test (variable cluster)
Experiment
#
ID1:
ID2:
ID3:
ID4:
ID5:
ID6:
ID7:
ID8:
ID9:
ID10:
ID11:
ID12:
ID13:

eme = rv(of+i) – (f+a)

Subject Line Tested
[Name], Your Account Information is Ready To View
Save Time by Paying Your Bills Online
Did you forget your [Bank Name] Online username or password?
Manage your money more effectively with [Bank Name] Online
Your Account Information is Ready to View
Check your account balance online, anytime. Sign on now.
Sign on to your [Bank Name] checking account
It's easy to log-in to your [Bank Name] account online
Sign on to your checking account
Check your account balance online, anytime
Easily manage your accounts in one place with [Bank Name] Online
Don't forget to access your [Bank Name] account online
Save time managing your money with [Bank Name] Online
Experiment
#
ID1:
ID2:
ID3:
ID4:
ID5:
ID6:
ID7:
ID8:
ID9:
ID10:
ID11:
ID12:
ID13:

eme = rv(of+i) – (f+a)

Subject Line Tested

Open

[Name], Your Account Information is Ready To View
30.77%
Save Time by Paying Your Bills Online
30.70%
Did you forget your [Bank Name] Online username or password? 28.49%
Manage your money more effectively with [Bank Name] Online 28.21%
Your Account Information is Ready to View
26.97%
Check your account balance online, anytime. Sign on now.
25.23%
Sign on to your [Bank Name] checking account
25.21%
It's easy to log-in to your [Bank Name] account online
24.43%
Sign on to your checking account
21.26%
Check your account balance online, anytime
20.44%
Easily manage your accounts in one place with [Bank Name] Online19.32%
Don't forget to access your [Bank Name] account online
19.27%
Save time managing your money with [Bank Name] Online
16.53%
Experiment
#
ID1:
ID2:
ID3:
ID4:
ID5:
ID6:
ID7:
ID8:
ID9:
ID10:
ID11:
ID12:
ID13:

eme = rv(of+i) – (f+a)

Subject Line Tested

Open

[Name], Your Account Information is Ready To View
30.77%
Save Time by Paying Your Bills Online
30.70%
Did you forget your [Bank Name] Online username or password? 28.49%
Manage your money more effectively with [Bank Name] Online 28.21%
Your Account Information is Ready to View
26.97%
Check your account balance online, anytime. Sign on now.
25.23%
Sign on to your [Bank Name] checking account
25.21%
It's easy to log-in to your [Bank Name] account online
24.43%
Sign on to your checking account
21.26%
Check your account balance online, anytime
20.44%
Easily manage your accounts in one place with [Bank Name] Online19.32%
Don't forget to access your [Bank Name] account online
19.27%
Save time managing your money with [Bank Name] Online
16.53%
Experiment
#
ID3:
ID1:
ID9:
ID5:
ID7:
ID12:
ID10:
ID6:
ID8:
ID11:
ID4:
ID13:
ID2:

eme = rv(of+i) – (f+a)

Subject Line Tested

Click
Open

Did you forget your [Bank Name] Online username or password? 30.77%
4.59%
[Name], Your Account Information is Ready To View
4.44%
30.70%
Sign on to your checking account
4.40%
28.49%
Your Account Information is Ready to View
4.34%
28.21%
Sign on to your [Bank Name] checking account
3.84%
26.97%
Don't forget to access your [Bank Name] account online
3.64%
25.23%
Check your account balance online, anytime
3.59%
25.21%
Check your account balance online, anytime. Sign on now.
3.47%
24.43%
2.90%
It's easy to log-in to your [Bank Name] account online
21.26%
Easily manage your accounts in one place with [Bank Name] Online20.44%
1.94%
Manage your money more effectively with [Bank Name] Online 19.32%
1.70%
Save time managing your money with [Bank Name] Online
1.54%
19.27%
1.05%
Save Time by Paying Your Bills Online
16.53%
Live Optimization
Email Messaging Effectiveness
Live Optimization



eme = rv(of+i) – (f+a)

Partner ID: The New York Times
Location: MarketingExperiments Research Library
Test Protocol Number: TP2802

Background: Internationally recognized news service known for their
journalism.
Our Goal: To significantly increase subscriptions.
Primary research question: Which email will generate the greatest
subscription rate?
Approach: A/B split test (variable cluster)
Live Optimization

eme = rv(of+i) – (f+a)

The Subscription Product Offering

A subscription to the NY Times
• Home delivery of the Print edition
• Unlimited, unrestricted access to articles
online, in their smartphone and tablet apps
• Free digital access for one family member or
friend
• Subscriber only special offers, discounts,
invitations
Incentive
• 50% off for the first 12 weeks
The List
THE CONTROL
Subject Line:

Open this now
for Special Savings
LCMC Session: Email and Web Conversion Success
LCMC Session: Email and Web Conversion Success
LCMC Session: Email and Web Conversion Success
LCMC Session: Email and Web Conversion Success
LCMC Session: Email and Web Conversion Success
LCMC Session: Email and Web Conversion Success
LCMC Session: Email and Web Conversion Success
LCMC Session: Email and Web Conversion Success
LCMC Session: Email and Web Conversion Success
LCMC Session: Email and Web Conversion Success
LCMC Session: Email and Web Conversion Success
LCMC Session: Email and Web Conversion Success
LCMC Session: Email and Web Conversion Success
LCMC Session: Email and Web Conversion Success
BEFORE

AFTER
62% Increase in Conversions
The treatment increased the subscription conversion rate by 62.1%

Email +
Subject Line

Open
Rate*

% Rel. Change

Click
Rate*

% Rel. Change

Conv.
Rate*

% Rel. Change

Control

13.50%

--

0.67%

--

.008%

--

Treatment

15.60%

15.5%

1.01%
99%

50.7%

99%

.013%

62.1%

*Note: Absolute data points are anonymized, relative differences are actual

96%
Review
Email Messaging Effectiveness
Review
Pay attention to the change in the mind; not the
change in the content

eme = rv(of + i) – (f + a) ©
Perceived Value
i

Perceived Cost

a

o
f

f
Review

F

eme = rv(of+i) – (f+a)

Key Principles

•

There’s a story behind everything that’s bought. This occurs on two
levels: internal and external

•

It is important to distinguish the difference between the product offer
and the click-through offer.

•

Consider the use of artificial urgency as an incentive to take action

•

Aggravation in email messaging can occur on two levels: length and
difficulty

•

The natural level of concern in email is strong; do not try to mitigate it
rationally.
February 17-20
Aria Las Vegas

FLINT MCGLAUGHLIN

DAN ARIELY

NOAH GOLDSTEIN

The longest running
research-based
email marketing
event

Plus, brand side marketers and tactical training sessions

MECLABS.com/Email

More Related Content

Similar to LCMC Session: Email and Web Conversion Success

Subject Lines that Convert: A review of 100+ successful subject lines reveals...
Subject Lines that Convert: A review of 100+ successful subject lines reveals...Subject Lines that Convert: A review of 100+ successful subject lines reveals...
Subject Lines that Convert: A review of 100+ successful subject lines reveals...MarketingExperiments
 
Optimizing Email Capture: How a simple form change led to a 364% increase in ...
Optimizing Email Capture: How a simple form change led to a 364% increase in ...Optimizing Email Capture: How a simple form change led to a 364% increase in ...
Optimizing Email Capture: How a simple form change led to a 364% increase in ...MarketingExperiments
 
The Strategic Formula for Email Conversion Success
The Strategic Formula for Email Conversion SuccessThe Strategic Formula for Email Conversion Success
The Strategic Formula for Email Conversion SuccessSalesforce Marketing Cloud
 
Conversion Optimization: Drive More Sales from Existing Traffic and Increase ...
Conversion Optimization: Drive More Sales from Existing Traffic and Increase ...Conversion Optimization: Drive More Sales from Existing Traffic and Increase ...
Conversion Optimization: Drive More Sales from Existing Traffic and Increase ...Zac Aghion
 
How to Effectively Experiment in PM by LendingTree Sr PM
How to Effectively Experiment in PM by LendingTree Sr PMHow to Effectively Experiment in PM by LendingTree Sr PM
How to Effectively Experiment in PM by LendingTree Sr PMProduct School
 
Landing Page Testing to Attract Super Affiliates
Landing Page Testing to Attract Super AffiliatesLanding Page Testing to Attract Super Affiliates
Landing Page Testing to Attract Super AffiliatesAffiliate Summit
 
Build a Winning Conversion Optimization Strategy
Build a Winning Conversion Optimization StrategyBuild a Winning Conversion Optimization Strategy
Build a Winning Conversion Optimization StrategySavage Marketing
 
Conversion Whitepaper
Conversion WhitepaperConversion Whitepaper
Conversion WhitepaperWSI Ensenada
 
Maximizing Conversions And Overall Campaign Roi Presentation
Maximizing Conversions And Overall Campaign Roi PresentationMaximizing Conversions And Overall Campaign Roi Presentation
Maximizing Conversions And Overall Campaign Roi Presentationjward5519
 
A Proven Formula To Optimize Your Nonprofit Fundraising Email Campaigns
A Proven Formula To Optimize Your Nonprofit Fundraising Email CampaignsA Proven Formula To Optimize Your Nonprofit Fundraising Email Campaigns
A Proven Formula To Optimize Your Nonprofit Fundraising Email CampaignsKimbia, Inc
 
Content Testing & Optimization (CTO) Webinar, April 29 2010
Content Testing & Optimization (CTO) Webinar, April 29 2010Content Testing & Optimization (CTO) Webinar, April 29 2010
Content Testing & Optimization (CTO) Webinar, April 29 2010One to One
 
Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...
Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...
Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...MarketingExperiments
 
ME - Product pages tested
ME - Product pages testedME - Product pages tested
ME - Product pages testedĐịnh Lê
 
ME - Product Pages Tested
ME - Product Pages TestedME - Product Pages Tested
ME - Product Pages TestedĐịnh Lê
 
Ab testing 101
Ab testing 101Ab testing 101
Ab testing 101Ashish Dua
 
Basics of AB testing in online products
Basics of AB testing in online productsBasics of AB testing in online products
Basics of AB testing in online productsAshish Dua
 
Unleashing the Enormous Power of Service Desk KPIs
Unleashing the Enormous Power of Service Desk KPIsUnleashing the Enormous Power of Service Desk KPIs
Unleashing the Enormous Power of Service Desk KPIsMetricNet
 
Cross channel testing insights and recommendations - jump - oct 12 2011 - w...
Cross channel testing   insights and recommendations - jump - oct 12 2011 - w...Cross channel testing   insights and recommendations - jump - oct 12 2011 - w...
Cross channel testing insights and recommendations - jump - oct 12 2011 - w...Craig Sullivan
 
Taming The HiPPO
Taming The HiPPOTaming The HiPPO
Taming The HiPPOGoogle A/NZ
 

Similar to LCMC Session: Email and Web Conversion Success (20)

Subject Lines that Convert: A review of 100+ successful subject lines reveals...
Subject Lines that Convert: A review of 100+ successful subject lines reveals...Subject Lines that Convert: A review of 100+ successful subject lines reveals...
Subject Lines that Convert: A review of 100+ successful subject lines reveals...
 
Optimizing Email Capture: How a simple form change led to a 364% increase in ...
Optimizing Email Capture: How a simple form change led to a 364% increase in ...Optimizing Email Capture: How a simple form change led to a 364% increase in ...
Optimizing Email Capture: How a simple form change led to a 364% increase in ...
 
The Strategic Formula for Email Conversion Success
The Strategic Formula for Email Conversion SuccessThe Strategic Formula for Email Conversion Success
The Strategic Formula for Email Conversion Success
 
Conversion Optimization: Drive More Sales from Existing Traffic and Increase ...
Conversion Optimization: Drive More Sales from Existing Traffic and Increase ...Conversion Optimization: Drive More Sales from Existing Traffic and Increase ...
Conversion Optimization: Drive More Sales from Existing Traffic and Increase ...
 
How to Effectively Experiment in PM by LendingTree Sr PM
How to Effectively Experiment in PM by LendingTree Sr PMHow to Effectively Experiment in PM by LendingTree Sr PM
How to Effectively Experiment in PM by LendingTree Sr PM
 
Landing Page Testing to Attract Super Affiliates
Landing Page Testing to Attract Super AffiliatesLanding Page Testing to Attract Super Affiliates
Landing Page Testing to Attract Super Affiliates
 
Build a Winning Conversion Optimization Strategy
Build a Winning Conversion Optimization StrategyBuild a Winning Conversion Optimization Strategy
Build a Winning Conversion Optimization Strategy
 
Conversion Whitepaper
Conversion WhitepaperConversion Whitepaper
Conversion Whitepaper
 
Maximizing Conversions And Overall Campaign Roi Presentation
Maximizing Conversions And Overall Campaign Roi PresentationMaximizing Conversions And Overall Campaign Roi Presentation
Maximizing Conversions And Overall Campaign Roi Presentation
 
Lean introduction
Lean introductionLean introduction
Lean introduction
 
A Proven Formula To Optimize Your Nonprofit Fundraising Email Campaigns
A Proven Formula To Optimize Your Nonprofit Fundraising Email CampaignsA Proven Formula To Optimize Your Nonprofit Fundraising Email Campaigns
A Proven Formula To Optimize Your Nonprofit Fundraising Email Campaigns
 
Content Testing & Optimization (CTO) Webinar, April 29 2010
Content Testing & Optimization (CTO) Webinar, April 29 2010Content Testing & Optimization (CTO) Webinar, April 29 2010
Content Testing & Optimization (CTO) Webinar, April 29 2010
 
Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...
Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...
Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...
 
ME - Product pages tested
ME - Product pages testedME - Product pages tested
ME - Product pages tested
 
ME - Product Pages Tested
ME - Product Pages TestedME - Product Pages Tested
ME - Product Pages Tested
 
Ab testing 101
Ab testing 101Ab testing 101
Ab testing 101
 
Basics of AB testing in online products
Basics of AB testing in online productsBasics of AB testing in online products
Basics of AB testing in online products
 
Unleashing the Enormous Power of Service Desk KPIs
Unleashing the Enormous Power of Service Desk KPIsUnleashing the Enormous Power of Service Desk KPIs
Unleashing the Enormous Power of Service Desk KPIs
 
Cross channel testing insights and recommendations - jump - oct 12 2011 - w...
Cross channel testing   insights and recommendations - jump - oct 12 2011 - w...Cross channel testing   insights and recommendations - jump - oct 12 2011 - w...
Cross channel testing insights and recommendations - jump - oct 12 2011 - w...
 
Taming The HiPPO
Taming The HiPPOTaming The HiPPO
Taming The HiPPO
 

More from BlueHornet

First Impressions: The Power of an Amazing Welcome Email
First Impressions: The Power of an Amazing Welcome EmailFirst Impressions: The Power of an Amazing Welcome Email
First Impressions: The Power of an Amazing Welcome EmailBlueHornet
 
5 Ways to Increase Email Engagement and Revenue with CRM Data
5 Ways to Increase Email Engagement and Revenue with CRM Data5 Ways to Increase Email Engagement and Revenue with CRM Data
5 Ways to Increase Email Engagement and Revenue with CRM DataBlueHornet
 
2015 Consumer Views of Email Marketing, Part 2: How Email Influences Purchasi...
2015 Consumer Views of Email Marketing, Part 2: How Email Influences Purchasi...2015 Consumer Views of Email Marketing, Part 2: How Email Influences Purchasi...
2015 Consumer Views of Email Marketing, Part 2: How Email Influences Purchasi...BlueHornet
 
2015 Consumer Views of Email Marketing, Part 1: Email Usage Patterns & Mobile...
2015 Consumer Views of Email Marketing, Part 1: Email Usage Patterns & Mobile...2015 Consumer Views of Email Marketing, Part 1: Email Usage Patterns & Mobile...
2015 Consumer Views of Email Marketing, Part 1: Email Usage Patterns & Mobile...BlueHornet
 
Shine Bright In the Inbox This Holiday Season
Shine Bright In the Inbox This Holiday SeasonShine Bright In the Inbox This Holiday Season
Shine Bright In the Inbox This Holiday SeasonBlueHornet
 
New for 2015: Bright Ideas in Retail Email
New for 2015: Bright Ideas in Retail EmailNew for 2015: Bright Ideas in Retail Email
New for 2015: Bright Ideas in Retail EmailBlueHornet
 
The Evolution of Email: Real-Time Segmentation & Contextual Marketing
The Evolution of Email: Real-Time Segmentation & Contextual MarketingThe Evolution of Email: Real-Time Segmentation & Contextual Marketing
The Evolution of Email: Real-Time Segmentation & Contextual MarketingBlueHornet
 
Five Keys to List Growth: Building a Healthy Database
Five Keys to List Growth: Building a Healthy DatabaseFive Keys to List Growth: Building a Healthy Database
Five Keys to List Growth: Building a Healthy DatabaseBlueHornet
 
Triggered & Transactional Emails That Really Work
Triggered & Transactional Emails That Really WorkTriggered & Transactional Emails That Really Work
Triggered & Transactional Emails That Really WorkBlueHornet
 
BlueHornet's 2014 Consumer Views of Email Marketing Webinar Series: Part 6 of...
BlueHornet's 2014 Consumer Views of Email Marketing Webinar Series: Part 6 of...BlueHornet's 2014 Consumer Views of Email Marketing Webinar Series: Part 6 of...
BlueHornet's 2014 Consumer Views of Email Marketing Webinar Series: Part 6 of...BlueHornet
 
BlueHornet's 2014 Consumer Views of Email Marketing Webinar 5 of 6: Email & M...
BlueHornet's 2014 Consumer Views of Email Marketing Webinar 5 of 6: Email & M...BlueHornet's 2014 Consumer Views of Email Marketing Webinar 5 of 6: Email & M...
BlueHornet's 2014 Consumer Views of Email Marketing Webinar 5 of 6: Email & M...BlueHornet
 
BlueHornet's 2014 Consumer Views of Email Marketing Webinar 4 of 6: Email & P...
BlueHornet's 2014 Consumer Views of Email Marketing Webinar 4 of 6: Email & P...BlueHornet's 2014 Consumer Views of Email Marketing Webinar 4 of 6: Email & P...
BlueHornet's 2014 Consumer Views of Email Marketing Webinar 4 of 6: Email & P...BlueHornet
 
BlueHornet's 2014 Consumer Views of Email Marketing Webinar 3 of 6: Email Fre...
BlueHornet's 2014 Consumer Views of Email Marketing Webinar 3 of 6: Email Fre...BlueHornet's 2014 Consumer Views of Email Marketing Webinar 3 of 6: Email Fre...
BlueHornet's 2014 Consumer Views of Email Marketing Webinar 3 of 6: Email Fre...BlueHornet
 
BlueHornet's 2014 Consumer Views of Email Marketing Webinar Series Part 2 of ...
BlueHornet's 2014 Consumer Views of Email Marketing Webinar Series Part 2 of ...BlueHornet's 2014 Consumer Views of Email Marketing Webinar Series Part 2 of ...
BlueHornet's 2014 Consumer Views of Email Marketing Webinar Series Part 2 of ...BlueHornet
 
BlueHornet's 2014 Consumer Views of Email Marketing Webinar Series: Part 1 of...
BlueHornet's 2014 Consumer Views of Email Marketing Webinar Series: Part 1 of...BlueHornet's 2014 Consumer Views of Email Marketing Webinar Series: Part 1 of...
BlueHornet's 2014 Consumer Views of Email Marketing Webinar Series: Part 1 of...BlueHornet
 
Preparing for CASL: A Checklist for Email Marketers, by BlueHornet
Preparing for CASL: A Checklist for Email Marketers, by BlueHornetPreparing for CASL: A Checklist for Email Marketers, by BlueHornet
Preparing for CASL: A Checklist for Email Marketers, by BlueHornetBlueHornet
 
12 Bright Ideas in Retail Email - Webinar
12 Bright Ideas in Retail Email - Webinar12 Bright Ideas in Retail Email - Webinar
12 Bright Ideas in Retail Email - WebinarBlueHornet
 
Preparing for Canada's Anti-Spam Law - 5 Things Email Marketers Should Do
Preparing for Canada's Anti-Spam Law - 5 Things Email Marketers Should DoPreparing for Canada's Anti-Spam Law - 5 Things Email Marketers Should Do
Preparing for Canada's Anti-Spam Law - 5 Things Email Marketers Should DoBlueHornet
 
Implementing Responsive Email Design - A Tactical Guide
Implementing Responsive Email Design - A Tactical GuideImplementing Responsive Email Design - A Tactical Guide
Implementing Responsive Email Design - A Tactical GuideBlueHornet
 
Leveraging the Right Data to Get Big Results
Leveraging the Right Data to Get Big ResultsLeveraging the Right Data to Get Big Results
Leveraging the Right Data to Get Big ResultsBlueHornet
 

More from BlueHornet (20)

First Impressions: The Power of an Amazing Welcome Email
First Impressions: The Power of an Amazing Welcome EmailFirst Impressions: The Power of an Amazing Welcome Email
First Impressions: The Power of an Amazing Welcome Email
 
5 Ways to Increase Email Engagement and Revenue with CRM Data
5 Ways to Increase Email Engagement and Revenue with CRM Data5 Ways to Increase Email Engagement and Revenue with CRM Data
5 Ways to Increase Email Engagement and Revenue with CRM Data
 
2015 Consumer Views of Email Marketing, Part 2: How Email Influences Purchasi...
2015 Consumer Views of Email Marketing, Part 2: How Email Influences Purchasi...2015 Consumer Views of Email Marketing, Part 2: How Email Influences Purchasi...
2015 Consumer Views of Email Marketing, Part 2: How Email Influences Purchasi...
 
2015 Consumer Views of Email Marketing, Part 1: Email Usage Patterns & Mobile...
2015 Consumer Views of Email Marketing, Part 1: Email Usage Patterns & Mobile...2015 Consumer Views of Email Marketing, Part 1: Email Usage Patterns & Mobile...
2015 Consumer Views of Email Marketing, Part 1: Email Usage Patterns & Mobile...
 
Shine Bright In the Inbox This Holiday Season
Shine Bright In the Inbox This Holiday SeasonShine Bright In the Inbox This Holiday Season
Shine Bright In the Inbox This Holiday Season
 
New for 2015: Bright Ideas in Retail Email
New for 2015: Bright Ideas in Retail EmailNew for 2015: Bright Ideas in Retail Email
New for 2015: Bright Ideas in Retail Email
 
The Evolution of Email: Real-Time Segmentation & Contextual Marketing
The Evolution of Email: Real-Time Segmentation & Contextual MarketingThe Evolution of Email: Real-Time Segmentation & Contextual Marketing
The Evolution of Email: Real-Time Segmentation & Contextual Marketing
 
Five Keys to List Growth: Building a Healthy Database
Five Keys to List Growth: Building a Healthy DatabaseFive Keys to List Growth: Building a Healthy Database
Five Keys to List Growth: Building a Healthy Database
 
Triggered & Transactional Emails That Really Work
Triggered & Transactional Emails That Really WorkTriggered & Transactional Emails That Really Work
Triggered & Transactional Emails That Really Work
 
BlueHornet's 2014 Consumer Views of Email Marketing Webinar Series: Part 6 of...
BlueHornet's 2014 Consumer Views of Email Marketing Webinar Series: Part 6 of...BlueHornet's 2014 Consumer Views of Email Marketing Webinar Series: Part 6 of...
BlueHornet's 2014 Consumer Views of Email Marketing Webinar Series: Part 6 of...
 
BlueHornet's 2014 Consumer Views of Email Marketing Webinar 5 of 6: Email & M...
BlueHornet's 2014 Consumer Views of Email Marketing Webinar 5 of 6: Email & M...BlueHornet's 2014 Consumer Views of Email Marketing Webinar 5 of 6: Email & M...
BlueHornet's 2014 Consumer Views of Email Marketing Webinar 5 of 6: Email & M...
 
BlueHornet's 2014 Consumer Views of Email Marketing Webinar 4 of 6: Email & P...
BlueHornet's 2014 Consumer Views of Email Marketing Webinar 4 of 6: Email & P...BlueHornet's 2014 Consumer Views of Email Marketing Webinar 4 of 6: Email & P...
BlueHornet's 2014 Consumer Views of Email Marketing Webinar 4 of 6: Email & P...
 
BlueHornet's 2014 Consumer Views of Email Marketing Webinar 3 of 6: Email Fre...
BlueHornet's 2014 Consumer Views of Email Marketing Webinar 3 of 6: Email Fre...BlueHornet's 2014 Consumer Views of Email Marketing Webinar 3 of 6: Email Fre...
BlueHornet's 2014 Consumer Views of Email Marketing Webinar 3 of 6: Email Fre...
 
BlueHornet's 2014 Consumer Views of Email Marketing Webinar Series Part 2 of ...
BlueHornet's 2014 Consumer Views of Email Marketing Webinar Series Part 2 of ...BlueHornet's 2014 Consumer Views of Email Marketing Webinar Series Part 2 of ...
BlueHornet's 2014 Consumer Views of Email Marketing Webinar Series Part 2 of ...
 
BlueHornet's 2014 Consumer Views of Email Marketing Webinar Series: Part 1 of...
BlueHornet's 2014 Consumer Views of Email Marketing Webinar Series: Part 1 of...BlueHornet's 2014 Consumer Views of Email Marketing Webinar Series: Part 1 of...
BlueHornet's 2014 Consumer Views of Email Marketing Webinar Series: Part 1 of...
 
Preparing for CASL: A Checklist for Email Marketers, by BlueHornet
Preparing for CASL: A Checklist for Email Marketers, by BlueHornetPreparing for CASL: A Checklist for Email Marketers, by BlueHornet
Preparing for CASL: A Checklist for Email Marketers, by BlueHornet
 
12 Bright Ideas in Retail Email - Webinar
12 Bright Ideas in Retail Email - Webinar12 Bright Ideas in Retail Email - Webinar
12 Bright Ideas in Retail Email - Webinar
 
Preparing for Canada's Anti-Spam Law - 5 Things Email Marketers Should Do
Preparing for Canada's Anti-Spam Law - 5 Things Email Marketers Should DoPreparing for Canada's Anti-Spam Law - 5 Things Email Marketers Should Do
Preparing for Canada's Anti-Spam Law - 5 Things Email Marketers Should Do
 
Implementing Responsive Email Design - A Tactical Guide
Implementing Responsive Email Design - A Tactical GuideImplementing Responsive Email Design - A Tactical Guide
Implementing Responsive Email Design - A Tactical Guide
 
Leveraging the Right Data to Get Big Results
Leveraging the Right Data to Get Big ResultsLeveraging the Right Data to Get Big Results
Leveraging the Right Data to Get Big Results
 

Recently uploaded

ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfShifali roy
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 

Recently uploaded (20)

ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdf
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 

LCMC Session: Email and Web Conversion Success

  • 1. The Formula for Email and Web Conversion Success Jon Powell MECLABS MarketingSherpa | MarketingExperiments
  • 2. Top Obstacles in Email Staffing, expertise Merging Email Data Creating consistent, relevant content
  • 4. Evaluates performance from: • 1 billion+ sent and tracked email messages • Over 400 unique rules messages rules 1 billion+ email 400 unique
  • 6. Test Scenario 1  Experiment ID: (protected) Location: MarketingExperiments Research Library Test Protocol Number: TP2092 Background: Large financial institution offering mortgages to consumers. Goal: To determine which claim of value will generate the most response. Primary research question: Which subject line will produce the greatest open rate and click rate? Approach: A/B/C single-factorial split
  • 7. Test Scenario 1 Test Protocol ID: TP2092 Version A Looking for a lower mortgage rate? You’re not alone. SL Rating 63 Version B Discover the advantages of [Brand Name] mortgages 78 Version C Own your home sooner with free biweekly payments 81
  • 8. Accurate Prediction  Version B & C generated a statistically significant improvement over A Subject Line Tool Rating Open Rate Rel. Diff. A Looking for a lower mortgage rate? You’re not alone. 63/100 18.08% - B Discover the advantages of [Brand Name] mortgages 78/100 19.80% 9.5% C Own your home sooner with free bi-weekly payments 81/100 20.99% 16.0%
  • 9.  Accurate Prediction Mostly Accurate Prediction Version C still generated a statistically significant improvement over A B&C statistically significant improvement over A Subject Line Tool Rating Open Rate Click Rel. Rate Diff. Rel. Diff. A Looking for a lower mortgage rate? You’re not alone. 63/100 18.08% 0.61% - - B Discover the advantages of [Brand Name] mortgages 78/100 19.80% 0.57% 9.5% -7.4% C Own your home sooner with free bi-weekly payments 81/100 20.99% 16.0% 0.68% 11.3%
  • 10. Test Scenario 2  Experiment ID: (protected) Location: MarketingExperiments Research Library Test Protocol Number: TP2078 Background: A well-known news publication Goal: To increase subscriptions from former subscribers who have been absent between one and two years Primary research question: Which subject line will produce the greatest open rate? Approach: A/B/C single-factorial split
  • 11. Test Scenario 2 Test Protocol ID: TP2078 Version A Choose from 2 ways to save big on the NEW [PublicationName].com SL Rating 56 Version B Save 50% on your choice of two new subscription options 59 Version C Home Delivery comes with FREE access to [PublicationName].com 50
  • 12. Inaccurate Prediction While Version A generated a statistically significant response, Version B did not Subject Line Tool Rating Open Rate Rel. Diff. A Choose from 2 ways to save big on the NEW [PublicationName].com 56/100 9.43% 50.2% B Save 50% on your choice of two new subscription options 59/100 7.01% 11.7% C Home Delivery comes with FREE access to [PublicationName].com 50/100 6.28% --
  • 13. Inaccurate Prediction While Version A generated a statistically significant response, Version B did not Subject Line Tool Rating Open Rate Click Rel. Diff. Rate Rel Diff. A Choose from 2 ways to save big on the NEW [PublicationName].com 56/100 9.43% 1.48% 50.2% 86% B Save 50% on your choice of two new subscription options 59/100 7.01% 0.76% 11.7% -5.3% C Home Delivery comes with FREE access to [PublicationName].com 50/100 6.28% -0.80% --
  • 14. Test Scenario 3 Test Protocol ID: TP2076 Version A Target MDs with Surveys and Panels SL Rating 94 Version B Reach 120,000 Physicians through Social Media 76
  • 15. Inaccurate Prediction Version B generated a statistically significant higher response than A Subject Line A Target MDs with Surveys and Panels B Reach 120,000 Physicians through Social Media Tool Rating Open Rate Rel Diff. 94/100 21.30% -- 76/100 22.92% 7.6%
  • 16. Inaccurate Prediction Version B generated a statistically significant higher response than A Subject Line A Target MDs with Surveys and Panels B Reach 120,000 Physicians through Social Media Tool Rating Open Rate Rel Diff. 94/100 21.30% -- 76/100 22.92% 7.6%
  • 17. Experiment: Results After rating hundreds of subject lines from our library of statistically significant experiments… The tool predicts a winner: 31.57% of the time
  • 18. The tool predicts a winner: A coin predicts a winner: 31.57% 50% of the time of the time 25¢ Subject Line Rating Tool Check Yours Now!
  • 19. So what went wrong with the tool? Decisions based on violations: • • • • • • • • • • • Does not contain a sense of urgency Mobile subject line is over 35 characters Length is over 50 characters Contains any word that has more than 8 characters Includes one exclamation mark Use of a word in all caps Includes the word “You” or “Your” Contains comma Starts with Save Use of $ Contains % off
  • 20. So what went wrong with the tool? Decisions based on violations: • • • • Does not contain a sense of urgency Mobile subject line is over 35 characters Length is over 50 characters Contains any word that has more than 8 characters Includes one exclamation mark Use of a word in all caps Includes the word “You” or “Your” Contains comma Starts with Save Use of $ Contains % off Computers are great with • computer logic; • • But not •so great with • • human logic •
  • 21. The computer approach • Computer logic draws conclusions from algorithms, rules, switches and settings • Human logic draws conclusions from context, emotions, desires and belonging.
  • 22. The computer approach In marketing… We tend to rely on rule sets • • • • • • • Emphasize the benefits Avoid long copy, use bullets Always include a call to action Keep it above the fold Emphasize hero shots Minimize compliance text Use tabs for additional info
  • 24. The Research MarketingExperiments was the first Internet-based research lab to conduct experiments in optimizing the conversion rate of sales and marketing processes. 1992 Preliminary Research Begins 1997 Research Program Established 2001 First Research Report Published 2002 Testing of Research Partnership Model Begins 2003 Offer Response Optimization Theory Validated 2006 Patent Filings for Research Findings (10 Heuristics)
  • 25. The Research MarketingExperiments was the first Internet-based research lab to conduct experiments in optimizing the conversion rate of sales and marketing processes. People judge emails, websites in the same way they judge people 1992 Preliminary Research Begins 1997 Research Program Established 2003 Offer Response Optimization Theory Validated 2006 Patent Filings for Research Findings (10 Heuristics) It’s not the change on the page; 2001 First Research Report Published 2002 Testing of Research Partnership Model Begins It’s the change in the mind
  • 26. The Result Email Messaging Optimization Heuristic eme = rv(of + i) – (f + a) © eme = email messaging effectiveness index rv = relevance to the consumer of = offer to act upon i = incentive to take action f = friction elements of process a = anxiety elements of process
  • 27. The Result eme = rv(of+i) – (f+a)
  • 28. The Result eme = rv(of + i) – (f + a) Perceived Value eme = rv(of+i) – (f+a) © Perceived Cost a f i of
  • 30. Relevance eme = rv(of + i) – (f + a) © Relevance -- The compatibility of the email message to the recipient’s motivations.
  • 31. Relevance From This eme = rv(of+i) – (f+a) To This
  • 32. Relevance F Key Principles Internal motivations • • • • • • eme = rv(of+i) – (f+a) Personal interests Demographics Shopping habits Personality Communication styles Level of engagement External events • Environmental changes, realities • Holidays • News events • Competitive initiatives
  • 33. Experiment  eme = rv(of+i) – (f+a) Experiment ID: Pier 1 Imports Location: MarketingSherpa Research Library Test Protocol Number: A-TP1002 Background: B2C home products company with a significant online and retail presence Goal: To increase the click-through rate from the email to the landing page Primary research question: Which email design will generate the most clicks? Approach: A/B/C/D split test (variable cluster)
  • 34. Experiment eme = rv(of+i) – (f+a) Sample
  • 38. Experiment Team A eme = rv(of+i) – (f+a) Team B Team C Sample
  • 39. 18-52% Decrease in Click-through Each design achieved a statistically significant click-rate decrease Email Designs Click Rate Rel. Diff. Sample (client) 36.70% - Team A Design 17.68% -51.83% Team B Design 29.91% -18.50% Team C Design 24.07% -34.41%
  • 40. eme = rv(of+i) – (f+a) Experiment Click-through rate comparison Team A Team C Team B Client 17.68% 24.07% 29.91% 36.70%
  • 41. eme = rv(of+i) – (f+a) Experiment See a progression? Team A Team C Team B Client 17.68% 24.07% 29.91% 36.70%
  • 43. Offer eme = rv(of + i) – (f + a) © Offer -- The value you promise in exchange for an action (i.e. a click, a transaction)
  • 44. Offer eme = rv(of+i) – (f+a) What really is the offer in email? • You may think that the offer is the product that you want to sell. • In reality it is the additional information they receive in exchange for a click. • What is the most effective way to get a click? Is it to give them an entire product pitch? Or just a part?
  • 45. Offer eme = rv(of+i) – (f+a)
  • 46. Experiment  eme = rv(of+i) – (f+a) Experiment ID: (Protected) Location: MarketingExperiments Research Library Test Protocol Number: TP2801 Background: A physician-only social network that allows medical product companies to conduct first-hand research on potential purchasers. Goal: To increase the number of leads from a rented trade publication list. Primary research question: Which email design will generate the most opens, clicks? Approach: Multi-factorial sequential test on a trade publication list
  • 47. Experiment eme = rv(of+i) – (f+a) Control PROTECTED Get started with a free 30-minute demo Get started with a free 30-minute demo This email assumes that readers understand the platform’s audience and thus focuses on platform uses It also assumes intent to purchase with multiple “Get Started” calls to action, one as early as the second sentence
  • 48. Treatment This version focuses less on platform and more on its users The primary callto-action was written to synchronize with their state of interest PROTECTED
  • 49. Experiment Control eme = rv(of+i) – (f+a) Treatment
  • 50. 104% Increase in clicks Version B achieved a statistically significant increase in click-rate Email Click Rate Rel. Diff. Control 1.55% -- Treatment 3.16% 104%
  • 51. Offer F eme = rv(of+i) – (f+a) Key Principles • In the body of the email, it is important to distinguish the difference between the product offer and the clickthrough offer.
  • 52. Offer F eme = rv(of+i) – (f+a) Key Principles • In the body of the email, it is important to distinguish the difference between the product offer and the clickthrough offer. • Your communication of value starts with your subject line and should progress, like a conversation, throughout the entire conversion process
  • 53. Offer eme = rv(of+i) – (f+a) Test Protocol ID: TP2076 Not this… Target MDs with Surveys and Panels But this… Reach 120,000 Physicians through Social Media 27.6% Increase in clicks
  • 54. Offer eme = rv(of+i) – (f+a) From This To This
  • 56. Incentive eme = rv(of + i) – (f + a) © Incentive – An additional element introduced to achieve a desired action.
  • 57. Incentive F eme = rv(of+i) – (f+a) Key Principles • The purpose of an incentive is to increase the probability of immediate action by tipping the balance of emotional conflict inside the person
  • 58. Incentive eme = rv(of+i) – (f+a) We typically think of… • Discounts (20% off, buy-one-get-one-free) • Order/Delivery (Free shipping, accelerated shipping, instant download • Add-ons (subscription extensions, warrantee extensions) • Content (Whitepapers, books, articles, reports , e-books) • Accompanying product Incentives • Free accessories (carrying case) • Complementary products (memory card)
  • 59. Incentive eme = rv(of+i) – (f+a) Also consider including… • Instilled Deadlines • Standard promotions 24 hours only: Free shipping on… • Implied exclusivity 48-hour member exclusive: new fall styles… • Contests This is the last day to enter for your chance to… • Limited Availability Only 25 seats left to see register for...
  • 60. Incentive F eme = rv(of+i) – (f+a) Key Principles • The purpose of an incentive is to increase the probability of immediate action by tipping the balance of emotional conflict inside the person • In email messaging, it can also include the use of artificial urgency, in which the immediacy associated with the offer is controlled by the marketer.
  • 62. Friction eme = rv(of + i) – (f + a) © Friction – Psychological resistance to a given element anywhere in the email process
  • 63. Friction F eme = rv(of+i) – (f+a) Key Principles • Two common elements that create friction in the process are: • Length • Difficulty • The objective is to minimize, not eliminate friction. If you eliminate all friction, you eliminate “the sale.”
  • 64. Friction eme = rv(of+i) – (f+a) Test Protocol ID: TP2089 1 Length But This Not this 21.2% Increase in clicks
  • 65. Friction eme = rv(of+i) – (f+a) Test Protocol ID: TP2081 1 Length But This Not this 41.4% Increase in clicks 52.5% Increase in app starts
  • 66. Friction eme = rv(of+i) – (f+a) Test Protocol ID: TP2026 2 Difficulty But this (1 Option) Not this (6 Options) 20% Increase in clicks 46% Increase in purchases
  • 67. Friction eme = rv(of+i) – (f+a) Test Protocol ID: TP2026 2 Difficulty Not this But This 10% Increase in clicks
  • 68. Friction eme = rv(of+i) – (f+a) Test Protocol ID: A-TP1002 What else contributed to differences in performance? Not This But This
  • 69. Friction eme = rv(of+i) – (f+a) Test Protocol ID: A-TP1002 What else contributed to differences in performance? Not This But This
  • 71. Anxiety eme = rv(of + i) – (f + a) © Anxiety – Psychological concern stimulated by a given (or unaddressed) element in the email process
  • 72. Anxiety eme = rv(of+i) – (f+a) They’re just hard water stains…
  • 73. Anxiety F eme = rv(of+i) – (f+a) Key Principles • Anxiety is just as lethal to conversion as friction. • Try and mitigate anxiety rationally and you are likely to fail… • Though created from legitimate concern, its impact in the mind is often disproportionate to the reality of risk. • While website visitors are skeptical and cautious, the natural level of concern is even greater for email offer recipients.
  • 74. Experiment  eme = rv(of+i) – (f+a) Experiment ID: (Protected) Location: MarketingExperiments Research Library Test Protocol Number: TP2083 Background: A large event management online software provider. Goal: To increase total lead inquiries (phone calls + form sign-ups) from visitors who abandoned the free trial sign-up process. Primary research question: Which email tone will result in a higher rate of lead inquiries? Approach: A/B single factorial split
  • 75. Experiment Control Subject Line: Your Free RegOnline Access Dear [Name], You’re just one step away from getting FREE access to RegOnline, our award winning Event Registration and Management Software. Quickly make an event website, try our event marketing tools, build a registration form template or even generate custom name badges. Click here to finish your profile and get started. Your personal profile is kept secure and we promise NEVER to sell or misuse your information. Have questions? Call us direct at 1-800-XXX-XXXX -- we can even set up your free access over the phone. Sincerely, Jon Powell Customer Service Representative RegOnline Direct: 1-800-XXX-XXXX ext. XXXX jon.powell@RegOnline.com • The control email uses a typical sales tone of a direct-response email.
  • 76. Treatment Subject Line: Your Free RegOnline Access Hi [First], I noticed that you started the process of getting free access to RegOnline but weren’t able to finish. Are you concerned about giving out your phone number? Are you worried about high pressure sales tactics or mandatory contracts? We believe our product sells itself, so we’re just here to provide you with whatever assistance you need in getting your event up and running - in whatever way works best for you. We promise NEVER to sell or misuse your information. Call me direct at 1-800-XXX-XXXX and I can help get you rolling. If you’d rather just try again online, use this link instead. Thank you in advance for your trust! Sincerely, [Name of Representative] Customer Service Representative RegOnline Direct: 1-800-XXX-XXXX ext. XXXX [name]@RegOnline.com • The treatment directly addresses anxiety, taking on a categorical shift in tone – from a directresponse tone to a customer service tone.
  • 77. Experiment Control Direct Response Tone eme = rv(of+i) – (f+a) Treatment Customer Service Tone
  • 78. 349% Increase in lead inquiry rate The service tone achieved a statistically significant increase in inquiries Email Inquiry Rate Rel. Diff. Control 1.58% -- Treatment 7.08% 349.41%
  • 79. Experiment  eme = rv(of+i) – (f+a) Experiment ID: (Protected) Location: MarketingExperiments Research Library Test Protocol Number: TP2115 Background: National B2C, B2B financial company with an online and retail presence Goal: To increase account activity, engagement Primary research question: Which subject line will generate the most opens and clicks? Approach: A/B/C/D split test (variable cluster)
  • 80. Experiment # ID1: ID2: ID3: ID4: ID5: ID6: ID7: ID8: ID9: ID10: ID11: ID12: ID13: eme = rv(of+i) – (f+a) Subject Line Tested [Name], Your Account Information is Ready To View Save Time by Paying Your Bills Online Did you forget your [Bank Name] Online username or password? Manage your money more effectively with [Bank Name] Online Your Account Information is Ready to View Check your account balance online, anytime. Sign on now. Sign on to your [Bank Name] checking account It's easy to log-in to your [Bank Name] account online Sign on to your checking account Check your account balance online, anytime Easily manage your accounts in one place with [Bank Name] Online Don't forget to access your [Bank Name] account online Save time managing your money with [Bank Name] Online
  • 81. Experiment # ID1: ID2: ID3: ID4: ID5: ID6: ID7: ID8: ID9: ID10: ID11: ID12: ID13: eme = rv(of+i) – (f+a) Subject Line Tested Open [Name], Your Account Information is Ready To View 30.77% Save Time by Paying Your Bills Online 30.70% Did you forget your [Bank Name] Online username or password? 28.49% Manage your money more effectively with [Bank Name] Online 28.21% Your Account Information is Ready to View 26.97% Check your account balance online, anytime. Sign on now. 25.23% Sign on to your [Bank Name] checking account 25.21% It's easy to log-in to your [Bank Name] account online 24.43% Sign on to your checking account 21.26% Check your account balance online, anytime 20.44% Easily manage your accounts in one place with [Bank Name] Online19.32% Don't forget to access your [Bank Name] account online 19.27% Save time managing your money with [Bank Name] Online 16.53%
  • 82. Experiment # ID1: ID2: ID3: ID4: ID5: ID6: ID7: ID8: ID9: ID10: ID11: ID12: ID13: eme = rv(of+i) – (f+a) Subject Line Tested Open [Name], Your Account Information is Ready To View 30.77% Save Time by Paying Your Bills Online 30.70% Did you forget your [Bank Name] Online username or password? 28.49% Manage your money more effectively with [Bank Name] Online 28.21% Your Account Information is Ready to View 26.97% Check your account balance online, anytime. Sign on now. 25.23% Sign on to your [Bank Name] checking account 25.21% It's easy to log-in to your [Bank Name] account online 24.43% Sign on to your checking account 21.26% Check your account balance online, anytime 20.44% Easily manage your accounts in one place with [Bank Name] Online19.32% Don't forget to access your [Bank Name] account online 19.27% Save time managing your money with [Bank Name] Online 16.53%
  • 83. Experiment # ID3: ID1: ID9: ID5: ID7: ID12: ID10: ID6: ID8: ID11: ID4: ID13: ID2: eme = rv(of+i) – (f+a) Subject Line Tested Click Open Did you forget your [Bank Name] Online username or password? 30.77% 4.59% [Name], Your Account Information is Ready To View 4.44% 30.70% Sign on to your checking account 4.40% 28.49% Your Account Information is Ready to View 4.34% 28.21% Sign on to your [Bank Name] checking account 3.84% 26.97% Don't forget to access your [Bank Name] account online 3.64% 25.23% Check your account balance online, anytime 3.59% 25.21% Check your account balance online, anytime. Sign on now. 3.47% 24.43% 2.90% It's easy to log-in to your [Bank Name] account online 21.26% Easily manage your accounts in one place with [Bank Name] Online20.44% 1.94% Manage your money more effectively with [Bank Name] Online 19.32% 1.70% Save time managing your money with [Bank Name] Online 1.54% 19.27% 1.05% Save Time by Paying Your Bills Online 16.53%
  • 85. Live Optimization  eme = rv(of+i) – (f+a) Partner ID: The New York Times Location: MarketingExperiments Research Library Test Protocol Number: TP2802 Background: Internationally recognized news service known for their journalism. Our Goal: To significantly increase subscriptions. Primary research question: Which email will generate the greatest subscription rate? Approach: A/B split test (variable cluster)
  • 86. Live Optimization eme = rv(of+i) – (f+a) The Subscription Product Offering A subscription to the NY Times • Home delivery of the Print edition • Unlimited, unrestricted access to articles online, in their smartphone and tablet apps • Free digital access for one family member or friend • Subscriber only special offers, discounts, invitations Incentive • 50% off for the first 12 weeks
  • 88. THE CONTROL Subject Line: Open this now for Special Savings
  • 104. 62% Increase in Conversions The treatment increased the subscription conversion rate by 62.1% Email + Subject Line Open Rate* % Rel. Change Click Rate* % Rel. Change Conv. Rate* % Rel. Change Control 13.50% -- 0.67% -- .008% -- Treatment 15.60% 15.5% 1.01% 99% 50.7% 99% .013% 62.1% *Note: Absolute data points are anonymized, relative differences are actual 96%
  • 106. Review Pay attention to the change in the mind; not the change in the content eme = rv(of + i) – (f + a) © Perceived Value i Perceived Cost a o f f
  • 107. Review F eme = rv(of+i) – (f+a) Key Principles • There’s a story behind everything that’s bought. This occurs on two levels: internal and external • It is important to distinguish the difference between the product offer and the click-through offer. • Consider the use of artificial urgency as an incentive to take action • Aggravation in email messaging can occur on two levels: length and difficulty • The natural level of concern in email is strong; do not try to mitigate it rationally.
  • 108. February 17-20 Aria Las Vegas FLINT MCGLAUGHLIN DAN ARIELY NOAH GOLDSTEIN The longest running research-based email marketing event Plus, brand side marketers and tactical training sessions MECLABS.com/Email