Introduction to A/B Testing in E-mail Marketing

By Michaela SimpsonStudent MSc (Management) Digital MarketingDCU, 2013/14

E-mail budgets are increasing as Return on Investment explodes to 2,500% (DMA, 2014)

DMA, 2014

www.communigator.co.uk

Google Dan Zarrella

http://blog.kissmetrics.com/science-of-social-timing-2/

http://blog.kissmetrics.com/science-of-social-timing-2/

1.1. HypothesisHypothesis2.2. One VariableOne Variable3.3. Clear Success MetricClear Success Metric4.4. Volume and Statistical SignificanceVolume and Statistical Significance5.5. RandomisationRandomisation6.6. Always be Testing but Apply Common SenseAlways be Testing but Apply Common Sense7.7. DocumentationDocumentation(Search Engine Watch, 2012)(Search Engine Watch, 2012)

Sent a test e-mail to yourself and to other colleaguesChecked these on different browsers and devices, including mobile devicesChecked all links within the e-mail are working and relevantChecked spelling and grammar

And when you have carefully checked all of that….

Compare your open rate, click rate and bounce rate with the industry.

http://mailchimp.com/resources/research/email-marketing-benchmarks/

Compare your open rate and click rate with your own average.

Be aware of how many of your customers are reading their e-mails on their mobile device.

E-mail is not dead!When exploring A/B testing, explore Dan Zarrella’s work.Before setting up your A/B test follow the rulesOnly send your e-mail when you’ve checked and re-checked your campaign. Be anal!Measure against industry averages and your own averages.

@MichaelaTweets@MichaelaTweets

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