Erin Hogg

Testing and Optimization: Implementing insights from Email Summit at accounts payable company

September 27th, 2013

At Email Summit, marketers gather from around the world to hear success stories and case studies from fellow marketers and return to the office with fresh, new ideas. At Email Summit 2013, Rachel Hoppe, Marketing Manager, AvidXchange, shared how she did just that and presented the results from her takeaways from Email Summit 2012.

In this excerpt from her full presentation, “Email Measurement: How a former Email Summit attendee achieved a 270% increase in conversion,” Rachel discusses step six out of her seven-step plan for success she developed after she returned from Summit.

 

In this video, hear how Rachel and the team at AvidXchange performed tests on their websites using insights learned at Summit.

Learn why Rachel and her team choose to optimize content first, and how they continuously run A/B testing on AvidXchange’s websites.

“I would advocate to test everything. Test even the color of the button, or the format. I always tend to lead with content optimization first, making sure that I can get the eye-path down where it needs to be. Once I can get the content optimized, and then I can focus on graphics,” Rachel said.

This is just a brief look into how Rachel applied what she learned at Summit, and saw positive results. View the entire session  to see how her efforts translated to an increase of sales-qualified leads volume by 105%, and 68% of new revenue sourced through Marketing.

 

Related Resources:

Email Summit 2014 in Las Vegas

MarketingSherpa Email Summit 2013 Wrap-up: Top 5 takeaways for email marketers

B2B Marketing: How accounts payable company’s new process increased Marketing’s contribution to revenue 1,300%

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