David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
Thursday, April 4, 2013
Tool Lets You Gauge 'Gut' Vs. A/B Test Results
Testing is a direct marketing mantra, yet some are still tempted to go with their "gut" instead of disciplined A/B testing. The website whichtestwon.com is a great tool for learning from others and humbling any overconfidence in "gut feel." The site has a weekly showcase of A/B testing examples from marketing efforts by a variety of industries using a variety of channels; it lets you predict which test won and then check your opinion against other marketers and the actual in-market performance results. For an instructive example, take a look at a recent GetElastic e-commerce blog article about whichtestwon A/B testing results for landing pages from the gaming industry. Check your savvy against results. You may find yourself in the majority of marketers who got it wrong! A hint on some of the lessons: clear call to action, clear value proposition, and reduced requirements for action scored better. Seems like a no-brainer? See if you can spot the winners at http://www.getelastic.com/test-your-gut-3-ab-tests-from-the-gaming-industry/, or go to the whichtestwon.com site a take a look at over 350 testing cases by industry, channel, element tested, and more.
Tuesday, April 2, 2013
Late-Night E-mails Have Top Performance
Go figure: If you call late at night, you're likely to get more curses than revenue; but if you e-mail late at night, you'll reap the best response and profit. At least that's the finding of the recent Experian CheetahMail analysis of 4th Quarter 2012 e-mails. E-mails sent between 8 p.m. and 12 a.m. garnered higher open and click-through rates, more transactions, larger orders, and greater revenue per e-mail than e-mails sent at any other time of day. The improved performance of late-night messaging was dramatic: E-mails sent during the evening time slot averaged a return of 48 cents per e-mail, more than triple the overall average of 14 cents per e-mail. To read more about the study, see http://www.emarketer.com/Article/Want-Better-Email-Revenue-Send-Late-Night/1009771
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