Do you test your email creative? Do you change your email campaigns based on results?
Orbitz, REI, ESPN, and General Mills certainly do.
This morning's panel, Email Top Chefs Master
the Art of Testing, hosted by Lisa Harmon, Principal, Smith-Harmon (a Responsys company) featured 4 "chefs" who tested their email creatives and shared their results with those in attendance at the
Email Insider Summit.
First up was Arti Parikh, Relationship Marketing Manager, Orbitz Worldwide.
The Plan: Refresh "Deals Campaign" (top 10 deals of the week)
The Goal: Increase net contribution margin by 10% The Test: 3 versions
They tested/changed:
Preheader Intro copy Buttons Deal copy Submessaging
Forward to a Friend Sponsored marketing links Consistent subject lines and send times
WINNER, Then did "second course" with Phase 1 winner being the control. Did 5 tests -
buttons, photos, images, etc
Carolyn from ESPN
The Plan: Use email to sustain and grown fan engagement DJ Waldow Director of Community, Blue Sky Factory @djwaldow