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Next Generation Email: Real-Time Content Testing and Optimization,[object Object],Pieter Wuyts, 8 Seconds,[object Object]
Speakers and Agenda,[object Object],Pieter Wuyts,[object Object],Account Director,[object Object],8Seconds,[object Object],Loren McDonald,[object Object],VP, Industry Relations,[object Object],Silverpop,[object Object],Moderator,[object Object],Agenda,[object Object],Why test?,[object Object],What to test?,[object Object],How to test?,[object Object],Case study,[object Object],Lessons Learned,[object Object],Q & A,[object Object]
Lessons we’ve learned.,[object Object],Why test?,[object Object]
US: Attendee: 1-323-417-4600, access code 358-688-108,[object Object]
Real-Time Testing: 8Seconds/Silverpop Webinar
Real-Time Testing: 8Seconds/Silverpop Webinar
Real-Time Testing: 8Seconds/Silverpop Webinar
Real-Time Testing: 8Seconds/Silverpop Webinar
Stop guessing, start testing …,[object Object],To find out what your readers…,[object Object],Want to see in your emails… ,[object Object],At that moment in time;,[object Object],And to solve specific problems,[object Object],a good email campaign =,[object Object],a campaignthat was betterthan the previousone,[object Object]
Lessons we’ve learned.,[object Object],What to test?,[object Object]
sender,[object Object],Timing,[object Object],frequency,[object Object],subject,[object Object],design,[object Object],offers,[object Object],copy,[object Object],buttons,[object Object],images,[object Object]
Testing design and images: ,[object Object],most effective to increase ROI,[object Object],* Resultsfrom “Email Survey: Use of testing in email marketing”, byeROI,[object Object]
Lessons we’ve learned.,[object Object],How to test?,[object Object],A/B Split testing,[object Object],Multivariate testing,[object Object]
AB testing,[object Object],Email A,[object Object],2000 recipients,[object Object],Email B,[object Object],2000 recipients,[object Object],Email C,[object Object],2000 recipients,[object Object],Email D,[object Object],2000 recipients,[object Object]
Real-Time Testing: 8Seconds/Silverpop Webinar
Analyze reports…,[object Object]
Send best version to the remaining recipients,[object Object]
Lessons we’ve learned.,[object Object],AB testing:,[object Object],Disadvantages?,[object Object]
AB testing,[object Object],Time consuming ,[object Object]
AB testing,[object Object],Difficulties interpreting reports,[object Object],Size of test batch?,[object Object]
AB testing,[object Object],Uncertainty about interpretation of results ,[object Object],	Which elements increased conversion: ,[object Object],	The header? The call to action? The image?,[object Object],A,[object Object],Highest CTR,[object Object],B,[object Object],Highest Open Rate,[object Object],C,[object Object],Most popular product,[object Object]
AB testing,[object Object],+ 	Easy to set up,[object Object],+ 	Easy accessible,[object Object],+   All elements can be tested,[object Object],— Time consuming,[object Object],— Uncertainty about interpretation of results,[object Object],— Limited number of combinations,[object Object]
Lessons we’ve learned.,[object Object],How to test?,[object Object],A/B Split testing,[object Object],Multivariate testing,[object Object]
Multivariate testing & Optimization,[object Object],Multiple creatives are tested simultaneously,[object Object],Buttons, promotions, offers, calls to action,[object Object],Real time optimization, after the send,[object Object],Basedonclick through or conversion behaviour,[object Object]
How 8Seconds Email Optimizer works,[object Object],Time difference between sending the email and viewing the images,[object Object],2. Download images,[object Object],1. Receive email,[object Object]
How 8Seconds Email Optimizer works,[object Object]
How 8Seconds Email Optimizer works,[object Object]
Real time MVT&O,[object Object],+	Dynamically adapting content after the send,[object Object],+ 	Statistical significant,[object Object],+	Multiple combinations possible,[object Object],		4 images, 3 options each  81 unique combinations,[object Object],- 	Limited to images,[object Object],-	Need of 3rd party tool,[object Object]
Lessons we’ve learned.,[object Object],Case study,[object Object]
Case study,[object Object],Telecom operator ,[object Object],TELL A FRIEND,[object Object],Approx. 140,000 addresses,[object Object],Goal:  Convince a friend,[object Object],Which present will maximize the effectiveness of the campaign?,[object Object]
Prize testing,[object Object],    + 51 %,[object Object],    Unique views to determine winner,[object Object],70,825  Remaining viewers only saw winning prize,[object Object]
6%,[object Object],5%,[object Object],4%,[object Object],3%,[object Object],2%,[object Object],1%,[object Object],0%,[object Object],Click-throughrate,[object Object],78.025 unique views,[object Object],6258 unique views,[object Object]
Lessons we’ve learned.,[object Object],Lessons we’ve learned,[object Object]
Don’t make me think,[object Object],+ 23 %,[object Object],+ 58%,[object Object]
Colors matter,[object Object],+ 23 %,[object Object],+ 30 %,[object Object]
Show them products,[object Object],+ 58 %,[object Object]
Tell them what they will get,[object Object],+ 230 %,[object Object],Visitour website,[object Object],Click here to see the online demo,[object Object],+ 72 %,[object Object],+ 44 %,[object Object]
Tell them what they will get,but don’t be too pushy,[object Object]
Tell them what they will get,but don’t be too pushy,[object Object],Click and save online,[object Object],Leaf through brochure,[object Object],+ 301 %,[object Object],35% OFF,[object Object],Enter the Sale Now!,[object Object],View the exclusivecollectionforsalenow,[object Object],+ 72 %,[object Object]
Personal touch,[object Object],+ 830 %,[object Object],+ 202 %,[object Object]
And sometimes we don't know why,[object Object],+27 %,[object Object]
(Already now 70% Off),[object Object],+ 118 %,[object Object],+ 90 %,[object Object]
Lessons we’ve learned.,[object Object],So…,[object Object],What is a good email campaign?,[object Object],You don’t know,,[object Object],so, start testing,[object Object]
Resources / Contact Information,[object Object]
Resources,[object Object],Resource Center,[object Object],White papers,[object Object],Webinars,[object Object],Blogs,[object Object],Case studies,[object Object],Newsletters,[object Object],http://www.silverpop.com/marketing-resources/index.html,[object Object],Many presentations on SlideShare,[object Object],www.slideshare.net/Silverpop,[object Object]
Next Webinar,[object Object],Date,[object Object], May 20,[object Object],2 pm ET/11 am PT,[object Object],Topic: ,[object Object],The 7 Secrets to Recovering Abandoned Shopping Carts ,[object Object],Charles Nicholls, SeeWhy,[object Object]
Contact Information / Q & A,[object Object],Pieter Wuyts,[object Object],pieter@8seconds.net,[object Object],www.8seconds.net,[object Object],mobile: +32 479 98 95 19,[object Object],Loren McDonald,[object Object],lmcdonald@silverpop.com,[object Object],Twitter: @LorenMcDonald,[object Object],Twitter: @silverpop,[object Object]

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Real-Time Testing: 8Seconds/Silverpop Webinar

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Editor's Notes

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