7 More Email Testing Ideas

Testing should be an integral part of your marketing campaigns, especially email efforts. Many of today’s platforms make it easy to set up and monitor your results.

To create a test, you set up an A/B split of your list before your email goes out.  Most email platforms make it simple to do this, if you are a novice.  An A/B split means that 2 lists will get the same effort with a single difference in the marketing effort.

Why do this? One change can get a 1%, 5%, 10% improvement over the control effort. The more you learn about your audience, the more you can improve your response rates and customer engagement.

Regular followers and my clients know this is a fundamental tenet of mine. I have written about basic testing ideas before and spoke about this topic at the AAMP conference last month.

Here are 7 new ideas for you to test:

  1. The day of the week emails go out. Weekend emails can work for some industries, including IT.
  2. Separate out the personal email addresses from business email addresses. Send to the assumed personal domains (ie. Google, Comcast, AOL, etc) in the evening or on weekends.
  3. Different offer or premium
  4. Responsive design vs. static design
  5. Copy heavy vs. light copy with same design
  6. Same copy with a lot of white space vs. design-centric piece (vs. text only, if you have large enough list for A/BC split)
  7. If you have multiple email platforms available to you, test sending the same message at the same time on both platforms. Do you see a difference in emails delivered and opened?

You can even send out an A/B test email to a portion of your list, then roll out the winning email to the rest of your file. Key is to test just ONE element to be able to accurately gauge your response rates.

The journey continues.

Cindy

AAMP Meeting & Presentation

Last week I gave a presentation at the annual AAMP  annual conference (Association for Audience Marketing Professionals) in LA.  My husband Bob Kennedy, who works for Omeda, and I did a joint presentation on Deep Dive into Email Marketing.  We discussed database quality, ways to build your database, and best practices for email today.  The latter might change by 2018, since technology and recipients’ expectations seem so fickle.   This was a first for us–and I think it was a success!

Here is a copy of our final presentation, if you want to learn more about email marketing today: Cardinal-Kennedy AAMP presentation 9-17 V7

I attended and presented at AAMP several years ago, and this year surpassed my expectations. It was great to interact with so many audience marketing professionals and long-time friends, who are facing similar work struggles.  Knowledgeable speakers with fun networking events make for a worthwhile show.

Contact me if you have any questions about our presentation or topics.

The journey continues.

C

P.S. Bob and I  put a lot of time into this presentation. Please don’t “steal” our slides to use as your own, unless you ask expressly for permission to do so.

Ad Blocking–It’s here. It’s growing. It’s going to impact your business.

THE trending marketing buzzwords for the 4th quarter 2015 right now are “ad blocking”. For the uninitiated, ad blocking programs allow the user to block ads from websites. Especially on mobile devices, this helps to decrease download times and page crashes.

Ad blocking is not a new phenomenon, since Google Chrome and other browsers have offered it for several years on the desktop. But, it has been pushed to the forefront by Apple’s iOS9.0 update. This update gives the tools to allow for creation of apps that can block ads on mobile devices.

Many recent articles—from Smartinsights to Google’s own data in The Verge—report that more people are using their mobile devices than desktops to search the internet/read their emails/spend their free time.

PageFair, with Adobe, estimates that in the US alone, blocked revenue is 2015 is estimated to be $10.7B. Ad blocking is currently more prevalent in Europe, but the global cost of ad blocking in 2016 is estimated at $41.4B.

This will have a huge impact on multi-media publishers. Many have an increasing portion of their revenue coming from on-line advertisements, which many of their targets will now not see.

Talking to clients, many are unaware of ad blocking or its impact on their bottom line. Some naively think this might not impact their revenue—it most certainly will impact all of them.

After sharing some statistics, the panic sets in. What can we do? How can we keep some of this lost revenue?

–For the current time, increasing “sponsored content” in lieu of ads can recuperate some lost revenue. So far, “sponsored content” is not being blocked. I have already seen editors formerly against sponsored content or native advertising quickly realize this is an option they will accept in today’s competitive market.

–Advertisers can also create “non intrusive” ads that will not be blocked. Whether the reader will respond to them as much as current ads has yet to be determined.

–Sales can try to convert some online ad revenue to other product streams—white papers with pay-per-lead, online and in-person events, research, magazine advertising.

–I think we will start to receive more “sponsored” emails with advertising content. This may work in the short-term, but I think it will fatigue already extremely overused email lists. If you do this, be sure to segment your list carefully to avoid overuse.  Here is a screen shot of one such ad I received today from Vanity Fair: Screen Shot 2015-10-12 at 12.39.35 PM
Feel free to share any of your ideas or plans here.I am sure that there will be many other innovative ideas to block ads and to circumvent these ad blocking on mobile devices.

The journey continues.

C

Holiday Sharing

It is a gifting time of year.  We share sentiments, cards, gifts, money, time.  As a business owner, I think it’s important to show my customers special appreciation each holiday season.  Frankly, I am surprised each year that fewer of my suppliers say “thank you” at all, even via a card.  It is a simple way to strengthen relationships, market our companies, and stay front of mind for our current customers and prospects.

A small gift, for my readers, is a copy of my recent presentation given at both AAMP in LA and MCA in Chicago.  This presentation was on Better Using Customer Touch Points to Build Audience Relationships.  Several people have asked for a copy of the slides, so here they are.

MCA presentation 12-14

Happy Holidays and Merry Christmas to all my readers.

Tune in next time for some of my predictions of what I think the Hot Topics will be for audience development in 2015.

The journey continues.

C

Learning from Others

A couple weeks ago I spoke at and attended the AAMP (Association of Audience Marketing Professionals) conference in LA.  I wrote a synopsis of my presentation for my last blog post.  I wanted to share a couple interesting points I learned from other speakers that marketers can use now.

First, Joyce Neth VP Audience Development & Research at Watt Publishing discussed what she thinks are next for B2B database management, once all data is combined into a single database:

1. Data Visualization

2. Lead Scoring

3. Driving engagement–my big hot button– to increase names in the marketing funnel

4. Improved marketing of online content

And from Dataversity, a mainly events company that has implemented a database to improve their bottom line, 3 practical ideas you you can test.

1. Keep testing what day of the week you are sending your messages.  Friday emails may help boost weekend and Monday online traffic.

2. To increase attendance to online events, try testing sending out registrant reminders the day before the event AND the morning of the event. That second reminder may help.

3. Testing subject lines for them has found that short generic headlines have the best opens.

I think that live events give a great opportunity to meet other industry leaders, learn from our colleagues and competitors.  Listening to webinars often present an easy way to keep abreast of what others are doing, but without the actual conversation you can get at a live event.  I think that even if a small local event can give me 3 good ideas or meet a new face, it is worth my time to attend. So get out there, mingle, learn, and implement.

The journey continues.

C

Improving Use of Customer Touch Points: AAMP synopsis

Last week I was privileged to speak at the AAMP (Association for Audience Marketing Professionals) annual conference in LA.  I had not attended one of their events before; I met, listened to, and networked with many new-for-me industry colleagues. It was enlightening and inspiring.

My presentation had the complicated but very real title of “How to Better Utilize your Brand’s Customer Touch Points to Build Audience Relationships.” As marketers today, I think this truly what we need to do every day as information becomes even more fragmented, email boxes full, our customers’ attention spread across many projects.

We need to build engagement with our current customers, so we become their go-to brand, their go-to website, their go-to media.  We need to continue to show relevance, that we can solve their problem, satisfy a need.  To do this, we need to review and make sure that we are using each touch-point, especially on the web, is enticing.

Our customers want TARGETED offers that show we know where the industry is going, bring knowledge they need.  People are opting out of unfocused messages at an alarmingly high rate.

Internally, departments need to work together to share data, create a common branding message, and stagger sending messages. My presentation gave specific ways to examine your current touch points, improve your  branding and messaging, and why all marketers should be doing this right now.

It’s that simple. And that complicated.

C

P.S. Please comment, email or call if you want a copy of my Power Point presentation.

P.P.S.  Next blog post will include some valuable things I learned from other AAMP presentations.