Comments on: Email Marketing: Taking the mystery out of customer motivation

By: MarketingExperiments Blog: Research-driven optimization, testing, and marketing ideas » Test Plan: Build better marketing tests with the Metrics Pyramid

Mon, 29 Aug 2011 07:02:59 +0000

[...] metrics often give clues to the motivation of your visitors and allow you to understand how many different types of visitors are coming to [...]

By: Internet Marketing: Landing page optimization for beginners

Internet Marketing: Landing page optimization for beginners — Wed, 06 Oct 2010 07:02:12 +0000

[...] far, some work I’ve done with the CIA includes analyzing motivation of visitors – are they getting what they’re expecting? Does it match what they’re looking for [...]

By: Competing With The Big Dogs: How to earn the visitors’ trust

Competing With The Big Dogs: How to earn the visitors’ trust — Fri, 03 Sep 2010 07:02:32 +0000

[...] and “clarity of the value proposition.” Both of these must be understood in the context of what motivation (another special term in MarketingExperiments jargon) the visitors bring to the page. So let’s [...]

By: » Inaktive E-Mail-Adressen reaktivieren – Tipps und Praxisbeispiel | optivo E-Mail-Marketing-Blog

Thu, 27 May 2010 14:36:48 +0000

[...] – die geringste Response. Ergo: Auch im Rahmen der Reaktivierungskampagne gilt es, zu testen und laufend zu optimieren. Kommentieren 27. Mai 2010, 15:36 Uhr Autor: R. [...]

By: Antisocial Media: Social media marketing success does not lie in you

Antisocial Media: Social media marketing success does not lie in you — Wed, 17 Mar 2010 05:01:57 +0000

[...] point is, there is no one right answer for how to use social media to tap into your audience’s motivations, but there is an answer for your [...]

By: Tim Watson

Tim Watson — Wed, 10 Mar 2010 22:33:16 +0000

I read a lot of the MarketingExperiments material and its great stuff. Always good insight and stimulating points.

I’ve an observation on this one and some experience, which could change their conclusion of:

“People seem to be most interested when we are interested in them.”

I’ve read the full case study and reviewed the emails used by VNR.de.

The first and most significant point is that the book being offered was one on Gardening. The VNR.de audience is not biased towards Gardening. Its thus likely the offer only appeals to a fraction of the audience. No wonder the response was lower.

When using incentives, from tests I’ve run, its not hard to get a 400% difference in response by use of different incentives of the same monetary value. A change in incentive would have made the contest outperform the other emails.

Also of note is that the copy (I read German too) and size/placement of call to action for the survey is much better than the request to update personal information.

Testing is vital but some of the challengers have been put at a big disadvantage and its little wonder they didn’t work.

I would have taken a win back approach of survey combined with incentive and tested around that theme to find best incentive, copy etc.