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1 Email Test Case Study. Email Test Scenario  Chase Bank’s email acquisition program with AOL was delivering CPAs consistently well above target.  We.

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Presentation on theme: "1 Email Test Case Study. Email Test Scenario  Chase Bank’s email acquisition program with AOL was delivering CPAs consistently well above target.  We."— Presentation transcript:

1 1 Email Test Case Study

2 Email Test Scenario  Chase Bank’s email acquisition program with AOL was delivering CPAs consistently well above target.  We structured a testing program to immediately introduce new email creative designs, measure response, and optimize email designs accordingly.  The program, thus far, has included 3 individual, sequential tests:  #1 - An all-new email creative execution  #2 - A single variable email iteration  #3 - Subject line testing  Testing was scheduled for May – July, 2007, so learnings could be leveraged in the peak back-to-school & holiday seasons.

3 Email Test Structure #1  These 3 email versions ran head-to-head Control EmailAll New CreativeSingle Variable Test

4 Email Test Success #1  Both the all-new creative & the single variable iteration decreased CPA.  12% decrease in CPA Control EmailAll New CreativeSingle Variable Test

5 5 Email Test Success #1  CPAs from both test emails were equally improved, indicating that the new email design is strong, and repositioning the calls-to-action does not adversely affect response.  12% decrease in CPA All New CreativeSingle Variable Test  12% decrease in CPA

6 Email Test Structure #2  Next, a multi-variable test with 2 additional CTA buttons was developed.  The new control and the test version ran head-to-head in June. New Control EmailSingle Variable Test

7 Email Test Success #2  This simple multi-variable test drove an incremental 6% decrease in CPA.  6% decrease in CPA New Control EmailSingle Variable Test

8 Email Test Success #3  Then we tested subject lines head-to-head for each email version:  Subject Line 1: “Special Offer for AOL Members”  Subject Line2 : “Special Rewards for AOL Members”  Subject Line 1, with a single word difference from Subject Line 2, delivered a 15% lower CPA. “Special Offer for AOL Members” Decreased CPA by 15%

9 9 Email Test Insights & Actions  The all-new email design drove double-digit decreases in CPA.  Iterations of the all-new design, with repositioned calls-to-action, performed as well as the all-new design in reducing CPA.  Subtle changes to the new control, with additional calls-to-action, decreased CPA still further.  And a single-word difference in subject lines drove additional performance gains.  Continual testing – of both all-new designs as well as small changes to existing designs – is an extremely efficient and highly effective way to significantly improve campaign performance.

10 10 Office: 614.792.3392 Mobile: 614.296.4327 Tangible Impact, Inc. beth@tangibleimpact.com Contact Tangible Impact


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