Binne Heida Blauw Research Sexyemail Event
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This is the presentation of Binne Heida, Blauw Research at the EMMA-nl Sexy email event about emailmarketing desing & testing
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- 1. Twitter hashtag: #sexyemail 3 december 2009
- 2. Optimizing eDM december 3th 2009
- 3. 4 fotos.welke zou het beste aanslaan welke onderwerpregel moet ik nou kiezen? Een korte tekstof juist veel uitleggen? welke prijsstelling genereert de hoogste respons?
- 4. Efficient testing 4 photographs 16 (!) test mails 4 subjectlines m-Prover 4 propositions 4 logos 2 text sizes 4x4x4x4x2x2 (short vs long) = 2 tones of voice (formal vs personal) > 1.000 combinations
- 5. Starting point Afzender: vrouw, informeel Incentive: geen Opmaak: tekst Bodytekst: lang
- 6. Step 1: Defining variables Afzender: man formeel / vrouw informeel Incentive: geen / terugkoppeling / goed doel / sweepstake Incentive: wel / niet in onderwerpregel noemen Opmaak: tekst / HTML Bodytekst: korte / uitgebreide bodytekst
- 7. Step 2: Creating test variants afzender in titel incentive opmaak body Design 1 vrouw/zacht nee terugkoppeling HTML kort Design 2 man/hard ja geen HTML kort Design 3 man/hard nee goed doel tekst kort Design 4 vrouw/zacht nee geen tekst lang Design 5 vrouw/zacht ja goed doel HTML lang Design 6 man/hard nee sweepstake HTML lang Design 7 vrouw/zacht ja sweepstake tekst kort Design 8 man/hard ja terugkoppeling tekst lang
- 8. Step 3: Measuring respons response Click-through afzender in titel incentive opmaak body Design 1 vrouw/zacht nee terugkoppeling HTML kort 12,0% 7,6% Design 2 man/hard ja geen HTML kort 11,6% 8,0% Design 3 man/hard nee goed doel tekst kort 14,4% 9,2% Design 4 vrouw/zacht nee geen tekst lang 13,2% 4,4% Design 5 vrouw/zacht ja goed doel HTML lang 10,0% 5,2% Design 6 man/hard nee sweepstake HTML lang 11,2% 8,8% Design 7 vrouw/zacht ja sweepstake tekst kort 13,6% 5,2% Design 8 man/hard ja terugkoppeling tekst lang 9,6% 4,8%
- 9. Step 4: Multivariate analysis Afzender: man, formeel Incentive niet in onderwerp Bodytekst: kort Opmaak: HTML Incentive: goed doel Incentive: sweepstake Incentive: geen Incentive: terugkoppeling Opmaak: tekst Incentive in onderwerp Bodytekst: uitgebreid Afzender: vrouw, informeel Negative contribution Positive contribution
- 10. . the optimal mailing + 109% Incentive: niet in onderwerpregel Incentive: goed doel opmaak: HTML body: kort afzender: man & officieel (dhr.)
- 12. 12 Learning 1: Keep Decision Making Unit in mind + 102% + 15%
- 13. 13 Learning 2: Familiarity more important than own style Customers should be approached in the style they recognize you as supplier. Prospects not necessarily.
- 14. 14 Learning 3: Dont treat B2B like B2C Incentive werkt averechts, tenzij duidelijke relatie met propositie - 40% Persoonlijke benadering (bv. naam en branche) is positief maar met groot afbreukrisico.