Optimizing your marketing automation program for success

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  • Optimizing your marketing automation programme for

    successBy Kath Pay, CEO & Founder of Holistic Email Marketing

    Copyright Holistic Email Marketing 2016

  • Quick information about the webinar

    Webinar duration: 45 minutes + Q&A Webinar recording will be sent to you

    via email Hashtag #GRAutomationHub Got questions? Message us via chat

  • Kath PayFounderHolistic Email Marketing

    @kathpaykath@holisticemail.comwww.holisticemailmarketing.com

    Copyright Holistic Email Marketing 2016

  • Why test these automated programmes?

  • Our opinions are worthless until tested!

    So are your Marketing Directors, and as for your Managing Directors

  • Econsultancy Conversion Rate Optimization Report 2013

  • Econsultancy Conversion Rate Optimization Report 2013

    Although email is the easiest channel to test only 63% are testing it

  • Econsultancy Email Marketing Census 2014

  • Econsultancy Email Marketing Census 2014

    Even though Email Marketing delivers the highest ROI

  • Automatically triggered emails based on lifecycle (12%) or on customer activity (18%) together account for 3 of every 10 in email marketing revenue, up from 19% in 2012.

    DMA National Client Email Report 2015

  • These programmes are ongoing..

    Therefore its totally worth the investment Discover what makes your customers tick as well as which

    version is best

    Set up up once as a perpetual test

  • Aggregation of marginal gainsThe BG cycling teams winning philosophy is aggregation of marginal gains: Get a lot of small things right, put them together, and they add up to a significant gain

    www.guardian.co.uk/sport/2008/aug/14/olympics2008.olypmicscycling1http://www.teamsky.com/article/0,27290,17547_5792058,00.html

    It means taking the 1% from everything you do; finding a 1% margin for

    improvement in everything you do.

  • Create building blocks

  • Who makes up your email database?

  • Who makes up your email database?

    Your Target Market!

  • Your database is your target market! Use #email as your

    primary testing tool & roll out findings to other channels @kathpay @getresponse

    Tweet this

  • Different wording test

    A [First Name] Test, track, increase your profit start today!

    B [First Name] Start tracking and optimizing your business today!

  • Different wording test

    B had 88% higher open rateWith a 95% confidence level

    A [First Name] Test, track, increase your profit start today!

    B [First Name] Start tracking and optimizing your business today!

    Apply it to your PPC ads, Titles, Sub-headings, Banner Ads.

  • Source: Movable Ink

    Test which image achieves the best conversion product display or model wearing garment?

  • Source: Movable Ink

    Apply it to your homepage, product pages, banner ads..

    Test which image achieves the best conversion product display or model wearing garment?

  • Test which Subject Line - Descriptive vs Benefit is best for your product pageA Increase Customer Retention by 8% in

    a Single MonthB SaaS Billing Is a Marketing Asset

  • Test which Subject Line - Descriptive vs Benefit is best for your product page

    Winner: Version A increased leads by 62%

    A Increase Customer Retention by 8% in a Single Month

    B SaaS Billing Is a Marketing Asset

    Apply it to your homepage, product pages, banner ads, PPC ads..

  • A B

    Ask your customers which they prefer!

  • A B

    +72%

    Apply it everywhere!..

    Ask your customers which they prefer!

  • What to test?

  • image Brace Yourselves!

  • Number of emails in sequence Price points Discount in value Discount in % Free Gift/access to content Bundles From Field Subject line First 6 lines

    Latency between emails in sequence

    Design Layout Tone of Voice Long/short Copy Personalisation Number of links Landing Page

    Automated emails: what can you test?

  • Set up permanent testing streams

    What to test?

  • How to test your automated programmes

  • Create a methodologyHow to test your automated programmes

  • 1. [Optimization Summit] 3 Days to a Better Website ($300 Off Coupon Inside!) (Value Exchange, Incentive)

    2. Learn 3 tips that made 10,000 landing pages extremely successful (Value Exchange, No Incentive)

    3. Optimization Summit 2012 Speakers List Now Up! + Save $300 Today (Newsworthy, Incentive)

    4. Quarterbacks arent the only changes being tested in Denver. (Curiosity)

    5. A scientific way to increase your conversions (Benefits)

    6. Do your landing pages pass this test? (Fear)

    testing different motivational factors via subject lines...

  • Fear was the winner 125% more unique CTRs

    Source: Marketing experiments

  • Gain more than short-term wins by testing use a methodology.

    Find out what makes your audience tick @kathpay

    @getresponse

    Tweet this

  • Remember!What you measure is based on what you want

    to achieve

  • Measure the correct metricSubject Line Opened Clicked Converted

    Win the pampering prize of a lifetime worth $10,000

    38.19% 9.35% 6.74%

    Win spa breaks, a personal shopper and more worth $10,000

    35.76% 11.03% 9.19%

    Win a pampered new you worth $10,000

    38.01% 15.45% 10.67%

    Win a trip to Champneys and more worth $10,000 with Veet

    33.23% 16.76% 11.01%

  • Statistical Validity

    http://abtestguide.com/calc/

  • Bad results? A great learning opportunity

  • Thomas EdisonI have not failed. I've just found 10,000 ways that won't work.

  • Testing essentials

  • Adhoc testing

    Definition: Random, occasional test of a factor with the aim of determining which version delivers the best result. No methodology or hypothesis is used in this process.

  • Strategic testing

    Definition:This is a regularly-performed test using a hypothesis and methodology with the two-fold aim of not only finding out which version delivers the best result, but also aims to discover insights about the audience.

  • Have a desire to learn about your audience

    1

  • Identify what question are you trying to answer?

    2

  • Create a Hypothesis3

  • It needs to centre around 3 main things1. Presumed problem2. Proposed solution3. Anticipated result (and reason why)

  • A Hypothesis can be proved or disproved

    A hypothesis pretty much says, I think by making this change, it will cause this effect. So, based on your results, you should be able to say this is true or this is false..

    BECAUSE.......

  • When you use a hypothesis to test #email youre not restricted to testing the same element. The hypothesis stands @kathpay

    @getresponse

    Tweet this

  • Lets look at some hypotheses used in email

    HypothesisTo be used elsewhere?

    Emotional question in Subject Line will generate more sales than a directive statement YesEmotional CTA will generate more sales than a pragmatic CTA YesDouble Loyalty points will generate more sales than 15% loyalty points Yes5 items showing in the "You may also like" dynamic pod will generate more sales than 3 items YesEmotive image of person smiling & wearing outfit will generate more sales than image displaying outfit laid out. Yes

    Image 2 (looking at CTA) will generate more sales than Image 1 (looking at copy) Yes

  • Always be testing different streams

  • Create a test plan

  • Total Sent Open Rate Click to Open Rate Products purchased Conversion Rate

    AOV Statistical Confidence Conclusion Recommendation

    Metrics & Fields to include

  • Hypothesis

    Test in email

    Analyze & Learn

    Apply to appropriate channels

    Its a cycle of continuous learning

  • 1 Dont test for the sake of testing

    2Dont just focus on one-off results but focus on longitudinal gains, that can rolled out everywhere

    3 Be sure the measure the correct metric

    Some rules

  • www.holisticemailmarketing.comhello@holisticemail.com

    @holisticemail

    Copyright Holistic Email Marketing 2016

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