Commentary

Orbitz: Email Top Chefs Master the Art of Testing

  • by December 8, 2009
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

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