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Posts Tagged ‘Email Marketing’

Marketing 101: What is an A/B split test?

February 2nd, 2018
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Marketing has a language all its own. This is our latest in a series of posts aimed at helping new marketers learn that language. What term do you find yourself explaining most often to new hires during onboarding? Let us know.

An A/B split test refers to a test situation in which two randomized groups of users are sent different content at the same time to monitor the performance of specific campaign elements.

A/B split testing is a powerful way to improve marketing and messaging performance because it enables you to make decisions about the best headline, ad copy, landing page design, offer, etc., based on actual customer behavior and not merely a marketer’s opinion.

 

Let’s break down the process of A/B split testing.

Real People Enter the Test

This is part of the power of A/B split testing as compared to other forms of marketing research such as focus groups or surveys. A/B split testing is conducted with real people in a real-world purchase situation making real decisions, as opposed to a survey or focus group where you’re asking people who (hopefully) represent your customers what they might do in a hypothetical situation, or to remember what they have done in a past situation.

Not only can you inadvertently influence people in ways that change their answer (since the research gathering mechanism does not exactly mimic the real-world situation), but people may simply tell you what they think you want to hear.

Or, many times, customers misjudge how they would act in a situation or misremember how they have acted in the past.

That doesn’t mean you shouldn’t use surveys, focus groups and the like. Use this new information to create a hypothesis about your customers. And then run an A/B split test to learn from real customers if your hypothesis is correct.

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Best of 2017: MarketingSherpa’s most popular content about email, customer-first marketing, and competitive analysis

December 21st, 2017
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As you head into 2018, I hope you have grand plans on how to exceed your company’s goals, improve results and create even more effective customer-first marketing.

Whatever your plans are for 2018, it all begins with an idea — and the inspiration to carry out that idea.

Hopefully, here at MarketingSherpa, we’ve played even a small part in powering those ideas and providing that inspiration. To give you that little extra oomph before we cross the line into 2018, here’s a look at some of our readers’ favorite content from the MarketingSherpa Blog this past year.

Time to Move On: Three email marketing habits your customers are sick of seeing

We provided some ideas for email marketing habits you might want to break. Habits like tricky subject lines.

Or overlooking your email’s true call-to-action. “Actually, I kind of view it as a failure for that email if they do click on anything but my main CTA. That was the point of sending the email,” said Bart Thornburg, Senior Manager, Email Marketing, Wedding Wire.

Read the blog post to see if any of these habits look familiar to you from your email marketing campaigns.

Email Marketing: Five ideas to increase your email’s perceived value

Value, much like beauty, is in the eyes of the beholder. And for marketing, that beholder is the customer.

So how can you create value for your email subscribers and make sure they perceive that value?

For one thing, you should be thinking of your emails as more than just promotions. “Content-focused emails now sell just as well as the product-focused ones,” said Blake Pinsker, Marketing and Brand Director, MVMT.

Relevance is always key. For example, including product names in cart abandonment emails, “customers seem to have a really high open rate in that one because it recognized what they had been looking at not long ago,” said Victor Castro, Director of eCommerce, Zachys Wine & Liquor.

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Ask MarketingSherpa: Should I use geo-targeting for event emails?

December 19th, 2017
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We frequently receive questions about marketing advice from our email subscribers. Instead of hiding those answers in a one-to-one email communication, we publish some of them here on the MarketingSherpa blog since they may be able to help many other readers. And if you have any questions, let us know.

This question was submitted by Email Marketing Manager Korbin in reference to emails about his organization’s events.

Korbin: I’m trying to find the average decrease in conversion when we send an event email to a 30-mile radius around the event, versus something larger like 70 miles. It’s caused some heated disagreements between field and HQ staff.

Do you have any research on something like this? For example, if an event is in Denver, and we send an email invitation to 30 miles around Denver (~1 hr drive radius), how does that conversion/unsubscribe rate compare to an invitation sent to something like a 50 or 70-mile radius (~2-3 hrs.)? Is it worth expanding the send?

Dear Korbin: I asked around the lab and while we don’t have the precise data to support the decision you are looking to make, my colleagues were happy to review and provide their perspectives on your challenge.

Here are the insights I was able to gather:

Insights based on experience

From running our own events, our hypothesis is that the specific time or mileage would most likely vary by location. For example, here in Jacksonville, we’re pretty spread out, and people are used to going a long way to get places. The same is true in Los Angeles.

The Boston market seems way different. Someone isn’t going to come in from Cambridge to get into the city or go from the city out to the suburbs. New York is the same.

But that’s just a hypothesis. Would love to see your test. In the meantime, here’s some content you might find helpful:

In addition to the distance to the event, the messaging and title of the event are important, of course. Here’s an experiment we ran for one of our own events:

Email Testing: More Specific Subject Line Improves Open Rate By More Than 35%

Insights based on testing

Leads from our data sciences and research teams shared the results of a campaign they worked on for a large event with satellite host locations.

They ran a geo-targeted email test based on the registration addresses of previous attendees/alumni:

  Message CTA Clickthrough Registrations
Control General event messaging Register Now for a Location Near You 2.0% 34
Treatment This year, the closest host site to you appears to be: Host site name, City, State Reserve Your Seat Here Now 3.7% 162

Based on the success of the geo-targeting, this organization then sent the same treatment email to their entire list of subscribers based on IP address, securing an additional 87 registrations.

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Ask MarketingSherpa: How do I write emails that sell?

November 3rd, 2017
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We frequently receive questions about marketing advice from our email subscribers. Instead of hiding those answers in a one-to-one email communication, we publish some of them here on the MarketingSherpa blog since they may be able to help many other readers. And if you have any questions, let us know.

Ask MarketingSherpa: Hi Daniel!

Maybe you can help me.

My position is Advertising Sales at a Print Media Magazine.

What tips can you guide me with in terms of constructing emails to get my existing clients or new clients to advertise with us?

Dear Reader: Great looking magazine!

Here’s the best advice I can give you — think about the question you just asked me. I don’t mean to sound harsh, 99% of people selling advertising would have worded it the same way.

However, think about it as a customer. Do you want someone to “get” you to advertise? No! You want value.

So take a customer-first marketing approach. What value can you provide to existing and new clients? And that goes for both those that buy from you and those that don’t. Focus your email around that. Nobody is waiting to get an email that sells them something. However, an email with value for them, now that might get a response.

That’s my top tip. In addition, this PDF transcript — Email Messaging: How overcoming 3 common errors increased clickthrough 104%  — has some good advice based on our research.

And we go even deeper in this online course — MECLABS Institute Email Messaging Online Certification.

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Marketing 101: What is deduping?

October 6th, 2017
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Marketing has a language all its own. This is our latest in a series of posts aimed at helping new marketers learn that language. What term do you find yourself explaining most often to new hires during onboarding? Let us know.

Deduplication, or deduping for short, is the process of removing identical entries from two or more data sets such as mailing lists.

Also known as merge and purge, deduping can be done for a lot of reasons. For example, the marketing team for MECLABS Institute, MarketingSherpa’s parent company, need to dedupe lists for its online certification courses.

Basically, if a student is enrolled in all four courses, they would be on four lists as a student.

So if Erin Donker, Associate Director of Marketing for MECLABS, wants to send an email to all the course students, she would dedupe the master list of enrolled students so that a particularly industrious one who is enrolled in all four courses wouldn’t receive the email four times.

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How to Drive Conversion Using a Value Proposition-focused Testing Strategy in Email Marketing

September 27th, 2017
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Your company’s value proposition is its answer to the question, “If I’m your ideal customer, why should I buy from you over your competitors?”

While this might seem like something that lives and dies on your landing page, value proposition needs to be brought into every aspect of your marketing, especially your email. It is the channel where customers are going to be interacting with you most.

Plenty of email marketers have begun at least light A/B testing — subject lines, images, button colors — but value proposition is often an untapped area of email testing that could lead to serious returns.

There are four elements that increase or decrease the force of your value proposition:

  • Appeal: How badly do I want this offer?
  • Exclusivity: Where else can I get this offer?
  • Credibility: Can I trust your claims?
  • Clarity: What are you actually offering?

Take this recent case study with Willow Creek, which dabbles in all four of these elements, for example.

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Email Marketing: Five ideas to increase your email’s perceived value

August 16th, 2017
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This article was partially informed by The MECLABS Guide for Optimizing Your Webpages and Better Serving Your Customers. For more information, you may download the full, free guide here.

Email messaging is a constant evolution of tiny tweaks and testing, always in search of the “perfect” formula to keep customers interested and clicking.

The ugly truth is, of course, that there is no perfect email formula. You will always need to test to see what is working — and what will continue to work for your customers.

You always need to be striving towards value. People will open your email and engage with it if they perceive that it will provide some value or service to them.

Marketers and customers shouldn’t be opposed — their issues, concerns and needs are yours as well. So it follows that when you focus on customer-centric tactics that put providing value before promoting your own product, engagement is bound to follow.

In fact, according to a MarketingSherpa online research survey conducted with 2,400 consumers, “the emails are not relevant to me” was chosen as the second most likely reason that customers would unsubscribe from a company’s email list.

This means that relevance and value is more important than ever when planning out your sends, and here are five ideas on how to do it:

Idea #1. Turn your email into a personal note, not a promotion

This is something that all marketers struggle with — we getting tunnel vision, focusing only on meeting certain goals instead of looking at the customer’s perspective and needs.

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Marketing 101: What is a lightbox?

August 4th, 2017
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Lightboxes are controversial. It’s a website element that is basically the “West Side Story” of marketing — you’re either for them or against them. Sides are chosen, co-workers torn apart.

We went through this ourselves at MarketingSherpa. Hopefully, you noticed but were not incredibly annoyed that we feature a lightbox on our site. It appears to first-time visitors after they’ve been on a page for 10 seconds.

As with most, our lightbox is a website overlay that encourages visitors to sign up for our newsletters. Admittedly, we have received one complaint about them that was emailed to our customer service department. So, in response, we looked at the numbers.

Numbers don’t lie, and our numbers say that people use this lightbox. We get quite a few sign-ups to our newsletter with this tactic, and we’re not alone.

I went through our case study library to see what other information we had about marketers’ interactions with lightboxes and what they had found when testing them.

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How Mr. Lube Canada Leveraged Data to Create a Personalized Customer Experience

May 15th, 2017
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Canadian chain of automotive maintenance service centers Mr. Lube was challenged with customer retention and relationship management across the various touch points.

Before her session at MarketingSherpa Summit 2017, Andrea Shaikin, (Former) Director of Customer Experience and Engagement, Mr. Lube, sat down with me in the Media Center to discuss how her team approached the challenge.

Andrea said that the first and biggest issue (as it is with many marketers) was data.

“We had so much data. It was unbelievable. Transactional information going back 40 years, but we couldn’t use it for customer information. We didn’t actually know what people were doing [because] our unique identifier was the license plate, not the person,” she said.

The team had no clue how to meaningfully interpret the data to give people the information they needed at the actual time when they needed it. The team had to find a way to do that, without changing too many of the systems for the financial reporting purposes.

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How to Use Social Media Tactics to Make Your Emails More Enticing

May 5th, 2017
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Email marketing is tough. You have almost no time to grab your audience’s attention with a subject line, and even if they do open — that’s when the battle is just beginning.

For those who do open your email, you can’t give them any reason to click the ‘delete’ button, and you have to pique their interest immediately.

One of the best ways to accomplish that is through visuals. Something fun, bright and colorful to catch their eye so that they give the content and copy in the email — no doubt wonderful and scintillating — the time it deserves.

When it comes to visuals, there’s a lot that can be taken from social media. If your company has a strong social presence, start pulling some tactics from there. If you don’t, do some research to see what companies in your sphere are doing on social.

Here are three companies taking those dynamic tactics and successfully implementing them into email:

Tactic #1. Gamify emails to entice readers

Primm Valley Resort and Casino, part of the Affinity Gaming family of casinos, wanted to leverage insights from behavioral economics to create campaigns that would be not only fun, but motivating.

With email, that meant embedding bite-sized games into the experience, allowing customers to play and win prizes they otherwise would have been given for free.

Evans and her team decided to play off of customers’ penchant for playing games to promote events.

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