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Personalization + Dynamic Content = Efficiency

August 1st, 2009

Note that the content of this post is working its way into a new case study, but here is an overview.

A client I work with manages hundreds of sites that collectively have thousands of service provider listings. Each service provider has a profile and we needed an efficient way to have them update their information, and notify them of their regional representative contact.

For this, we created a clean text-driven email with a bunch of personalization and some dynamic content. This allowed us to reach thousands of providers with the same email, and create an efficient system for getting updated information.

Below is a raw screen grab with filler content.

In the above example, there are several points of personalization and dynamic content:

1. First Name: Simple and easy

2. Organization Name: We of course want to personalize this with the name of their organization

3. Update Date: As a reminder, we included the date that they last updated their profile

4. Profile Link: This takes them to their specific profile

5. Info on Record: We have the Address, Phone and Email that is currently listed on their profile, plus a link to view the profile again to see the rest of the info

6. Edit Profile Link: To make changes, we have a link implemented that takes them directly to a page where they can submit updated information

7. Dynamic Content: We have a section for CSA contact information (their local representative) that we have dynamic rules set up for based on what product they fall under and their county. E.g. IF product=xyz and county=Los Angeles THEN CSA Contact = Jim Smith – jim@email.com

Below is the same screen grab with highlighted personalization elements.

A very simple email here creating a 1-to-1 communication and an efficient system. This email didn’t need flashy design, or excess copy — just personalized content and some top-level organization to make the process seamless. While the nature of this particular email is very specific, the concepts can apply to a broad range of initiatives. It’s very important to create a personalized experience with our subscribers, and with available technology email marketers should look at how they can better leverage their efforts.

Cheers,

Forest

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Posted in Analysis of Live Emails, B2B, Dynamic Content, Email Marketing Strategy, Personalization

Email Testing Equilibrium

July 7th, 2009

We talk a lot about the great benefits of implementing testing strategies with our email efforts. I’ve made multiple references in various posts, and so far have had two dedicated posts on the topic: A/B Subject Line Testing and Email Marketing Testing . Marketers (not just email) LOVE testing. Combine with some juicy analytics and we’re entertained for a long time.

Nothing has changed with the fact that testing should be implemented and will inevitably improve your email marketing efforts. I do feel, however, that there can be a risk of over-testing, or ‘testing burnout,’ if you will. This mostly comes down to available resources a company has and the expected return on marginal testing programs. If we put 10X more resources into testing and only realize an x% increase in sales, our testing program could be producing negative returns.

This has a more costly effect on smaller companies, as the scale of return is much smaller. [The marginal return from an x% increase in open or click rate is much larger for a big company with a list size of 5,000,000 vs. a small company with a list size of 5,000.]

For that small company, testing is indeed important. They need to make improvements to their email marketing efforts and increase sales just like every other company. But at some point a negative return is realized.

Example

Let’s say a small e-commerce site selling backpacks has a list size of 15,000. Their monthly promotional email brings in $1,350 on average. [25% open, 12% click, 5% conversion, $60 average order]
This company creates a testing plan that will require an additional 3 hours per month of company resources.
After the test, they increase their metrics to: [28% open, 15% click, 5% conversion, $60 average order]. In this case we see a $540 increase in revenue. Perhaps a decent result for the small e-tailer. Their gross testing return was $180/hour.
Now let’s say they create a testing plan that is more robust and requires an additional 30 hours of company resources each month. (compared to no testing)
After the new testing program, they increase their metrics to: [30% open, 19% click, 6% conversion, $62 average order]. In this case we see an $1,830 increase in revenue. Their gross testing return was $61/hour. Depending on their margins and several other unknown factors, this may or may not be a profitable scenario

These same metrics with a big competitor would have a much different result. e.g. If another company had a list size of 750,000, their marginal return on the last scenario would be $91,530 with a $3,051/hour testing return. Probably quite favorable.

So where do you find that testing equilibrium? It comes down to the unique situation of each business. Regardless of size, start small with your testing program and work up from there. Pay close attention not only to the increased results of your tests, but the amount of resources that go into your various testing programs. Time for different content, designers, approval, segmentation, deployment, review & analysis etc, can add up when you are introducing complex testing strategies.

In the end, you should test to see what testing portfolio is optimal for your email efforts.

Cheers,

Forest Bronzan

Questions or thoughts? Leave a comment or feel free to shoot me an email

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Posted in B2B, B2C, Email Marketing Strategy, Email ROI, Metrics

Wynn Drops the Ball with Email

June 23rd, 2009

In a previous post, I pointed out how jeweler Shane Co. was making a mistake by not having an email sign-up on their website. I even connected with their online chat representative and they were unable to add me to a list. (Update: I noticed today that they now have a quick sign-up on their home page in the upper right. Better late than never.)

My experience with the Wynn Las Vegas email list has been even more frustrating. To establish some context; I love the Wynn. It’s probably my favorite hotel in Vegas and I have stayed there on numerous occasions. Every time I have had exceptional service and a fantastic trip. I’m definitely a promoter. On the gaming side, I’m a fairly serious poker player. I have played in the Wynn Poker Classic, a WSOP event and the like.

In summary: I like the Wynn, have been a loyal customer, and WANT TO BE ON THEIR EMAIL LIST. I’m an absolutely perfect subscriber.

The only problem is I can’t sign up for their list. I was on a transactional list many years ago when I stayed there for the first time, but that address is long gone.

Here are the steps I’ve taken to opt-in

1. Website: My first action is to just visit the Wynn site and expect to see a quick sign-up on the home page. Nothing.

2. Reply-To Address: A friend of mine is on their list and forwarded me an email (that actually had several flaws). I emailed them and requested to join the list, but received an auto-reply explaining the address was not functioning.

My Next Steps

1. Phone: I will try calling guest services to get on the list. I shouldn’t have to do this.

This quest should have never started (they should already have me in there), but should have definitely stopped at the first step. I expect to see an email sign-up when I visit the website; combined with a nice preference center, well planned welcome letter, and integration with other channels.

Questions or thoughts? Leave a comment or feel free to shoot me an email.

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Posted in Analysis of Live Emails, B2C, Email Marketing Strategy, List Building/Opt-In, Red Flag Mistakes

Email Marketing Testing

June 12th, 2009

In a previous post we talked about a simple approach to A/B Subject Line Testing. Here we take a sample of our list, test 2 (or more) subject lines, and roll out the winning subject line to the remainder of the list. If you have the right email platform, this process can be automated and should be implemented on most sends.

There are of course several other elements besides the subject line that you can be testing. But first, a few things to keep in mind:

1. Why Test?: To get better results. If you are not testing, you are not fully leveraging the email channel and not getting the best return on your efforts. Testing allows us to make incremental improvements to our email metrics. Below is a simplified visual description of the email funnel, where every metric counts. In this example, an additional 3% click through rate would result in 28 additional sales.

2. Be Structured: select a variable to test and keep other variables as constants. You will want to isolate your variable in order to test each variable independently.

3. Create a Plan: Don’t just go in and start testing. Create a structured plan of how you are going to implement your tests and keep detailed records of metrics so you can use the data to make meaningful adjustments to your program.

Some Elements to Test

Subject Line
From Line
Content
Creative
Number of Links
Promotion
HTML vs. Plain Text
Frequency
Time of Day
Day of Week
Pre-Header Content
Text to Image Ratio
Landing Pages
Location of Images
Personalization

With the availability of tools to help us execute our testing strategy, there is no reason email marketers should not have a testing plan in place. Proper testing can help us make key incremental improvements to our marketing programs. If you’re starting out, start small and simple and build up from there. If you are running a sophisticated program, make sure you have a road map in place and system for accountability and measurement.