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Posts Tagged ‘email testing’

Lead Generation: Capturing more leads with clear value prop communication

October 3rd, 2013 1 comment

According to the MarketingSherpa 2012 Lead Generation Benchmark Report, 51% of marketers surveyed indicated the most effective platform for testing their value proposition was through email marketing campaigns.

This is no secret to savvy marketers. Austin McCraw, Senior Editorial Analyst, MECLABS, also discussed how to discover the essence of your value prop through email at Email Summit 2013.

Jon Ciampi, Vice President of Marketing, CRC Health, did just that and revealed his strategy at Lead Gen Summit 2013, happening right now in San Francisco.

In his session, “Lead Capture: How a healthcare company increased demand for services 300%,” Jon shared with the Summit audience how understanding customer motivations, driving traffic, and clearly communicating the value proposition all helped his company capture a higher quality of leads.

At CRC Health, Jon developed nine value propositions, and broke that list down into problem- and solution-focused messages. He combined the company’s in-house list with a purchased list consisting of psychiatrists and therapists who refer their patients to CRC Health. Then, the team crafted email subject lines reflecting the different value propositions to test where the customer was in regard to researching the problem, or looking for a solution.

Through testing, Jon discovered a 14.49% clickthrough rate in the top-performing subject line, and this was problem-focused messaging rather than solution-focused messaging. For CRC Health, the process of searching for a rehabilitation center is most likely a first-time experience for customers. Therefore, understanding that these prospects are looking for different options related to their problem, rather than immediately solving the issue, was extremely important to targeting their needs. 

 

“What we found is with rehab, everyone is focused on the problem. With our in-house list, patient-focused messages were more motivating and increased clickthrough rates,” Jon said.

Even though he made a breakthrough with testing value propositions through email, he did encounter the fact that one size does not fit all, particularly with his audience, and even more specifically with a purchased list.

For psychiatrists opening CRC Health sends, their top message for open and CTR was scientific-based. The subject lines and topics that most resonated with this segment were “improving addiction treatment with science and research,” “outdated addiction treatments fail patients,” and “CRC Health as the strongest clinical supervision in the nation.”

However, the audience that preferred more relationship-based messages was therapists. Messages like “Treatment fails when therapists & clients aren’t aligned,” and “Most rehabs can’t provide effective clinical supervision” were the top performers for this segment of CRC Health’s audience.

“Overall, self-serving messages performed far worse than patient-focused messages. Patient-oriented problem statements motivated them as well,” Jon said.

Through value prop testing with his audience via email messaging, Jon learned much more about his audience and their motivations.

As an exciting result of value proposition testing, he discovered a 3x to 4x increase in demand for services. According to Jon, when testing began, both inquiries and admissions increased.

“One of the top things I learned is to look at funnel. What are the motivations of your customers? … Also, understand their language. Different buyers with different perspectives will affect how your messages are interpreted,” Jon concluded.

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Email Marketing: What you can learn from an 80% decrease in clickthrough rate

February 13th, 2013 No comments

On the MarketingExperiments blog, we often share tests we conduct with Research Partners. Today’s post was run on our own marketing campaign.

The team tested a promotional email for the MarketingSherpa 2012 Mobile Marketing Benchmark Report.

 

CONTROL

Subject Line: [Just Released] New Mobile Marketing Benchmark Report 

Click to enlarge

 

The control featured general copy about using mobile in your 2013 marketing strategy and what tactics are working for mobile.

After evaluating the control, the team hypothesized the email did not have information about the insights prospective customers will receive from reading this benchmark report.

From that analysis, the team crafted …

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Timing and Email Marketing: Sunday generated 23% higher clickthrough than Tuesday in test

January 25th, 2013 2 comments

In the MarketingSherpa Email Marketing Benchmark Report, 79% of marketers found delivering highly relevant content to be an either somewhat or very significant challenge.

When you break down email relevancy to its core components, it is essentially a combination of:

  • Getting the right message …
  • To the right person …
  • At the right time.

While we often write about email messaging on the MarketingExperiments blog, today we’ll focus on that last element of relevancy – timing – in the following experiment with a MECLABS Research Partner

 

EXPERIMENT

Background:  A large financial institution offering a financial service requiring an application to consumers

Goal:  To increase the number of completed applications

Primary Research Question:  Of the send times tested, which time will result in the highest rate of completed applications from delivered emails?

“We conducted some research on the best times to send email, and the test was intended to see when current customers were more likely to complete an action,” said Ashley Hanania, Senior Research Manager, MECLABS.

 

EXPERIMENT DESIGN

The test had a total of 14 treatment paths. Each path had the same subject line, email body copy and design.

The only treatment value that was tested was send time. Two emails were sent each day of the week, one at 3:00 a.m. EST and one at 3:00 p.m. EST. The recipients were all in U.S. time zones.

“We tested 3 a.m. EST because the email would be first in your inbox, regardless of where you lived,” Ashley said. “This was also taken into consideration for the 3 p.m. EST send, because every recipient would be in the same mindset, afternoon work/weekend activities, as opposed to a 6 p.m. EST send, where the East Coast would be making their commute back home and the West Coast would still be at work.”

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Email Marketing Timing: When is the optimal time to send your next marketing email?

January 14th, 2013 3 comments

Do you know the optimal time to send your next marketing email?

Should you send it on a weekday or during the weekend? Will a morning send perform higher than a send in the evening?

Flint McGlaughlin, Managing Director, MECLABS, will share our email timing discoveries in our next free Web clinic – “Email Timing Tested: How one of the largest banks in the world determined the best time to send an email.”

First, we wanted to hear from you …

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Email Marketing: Questions about subject line length, differentiating alert emails, and multivariate testing

December 5th, 2012 1 comment

In the MECLABS editorial content department, our goal is to help you do your job better. One way we can do that is by answering your questions. And for tomorrow’s MarketingSherpa webinar (sponsored by ReturnPath) – “Email Marketing: 3 Tips for Producing Engaging Email Content” – we have received a plethora of questions.

While Courtney Eckerle, Reporter, MECLABS, and I will try to answer as many of your questions as possible in the hour-long webinar, I wanted to answer a few testing-related questions in today’s MarketingExperiments blog post, as well …

 

Looking for tips on appropriate subject line and message length – my emails all tend to be too LONG! We’re in B2B sending emails to HR professionals.

My biggest question back to you is … how do you know they’re too long? Essentially, how do you know they are not the optimal length?

I would suggest testing subject line and message length with your audience. The results might surprise you.

For example, we found in an email test to a B2B audience where the longer subject line actually generated 8.2% more opens than the shorter subject line.

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Value Prop Testing: 17% increase in open rate from a subject line test

November 9th, 2012 2 comments

What started as a little humor added to a reminder email about an upcoming split test became a learning experience on testing value proposition and discovering opportunities for optimization.

 

Click to enlarge

 

In today’s MarketingExperiments blog post, we’ll share the results of our experiment and what we learned from putting these contenders to the test.

First, let’s get a little background on the test design.

The idea for this test came from a brainstorming session between Paul Cheney, Editorial Analyst, MECLABS, and Austin McCraw, Senior Editorial Analyst, MECLABS. The goal for Paul and Austin was to discover which segments of the value proposition for MarketingExperiments Web clinics have the greatest appeal and where opportunities for optimization exist.

They used a Web clinic invite email to run their subject line test. The research question was, “Which email subject line will get the highest open rate?”

When I asked Paul why they chose a subject line test instead of a split test of the title, he explained that a subject line test allowed them to test their hypothesis and keep the Web clinic title congruent.

“Because we couldn’t exactly change the title of a live event while we were trying to promote it, we needed a subtler way of testing the hypothesis. An email subject line was perfect because it has the same effect of a headline, but we didn’t need to change the title of the clinic,” Paul said.

Below is a screenshot of the Web clinic invite used for the test. All of the copy, images and the call-to-action were kept identical for both the control and the treatment.

 

Click to enlarge

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