UPDATE: Email Testing Using The Taguchi Method

UPDATE: Email Testing Using The Taguchi Method

DOES THIS SOUND FAMILIAR? Q: What is the best time of  day  to send an email? A: Test it Q: Does lifestyle imagery in emails perform better than other imagery? A: Dunno...test it Q: How does the placement of buttons affect my email click through and subsequent conversion rate? A: We should test that   Almost every email seminar or discussion I have been a part of  has veered to having to test a number of things within a given email marketing program.  In fact, almost every recognized email blogger and speaker alive has uttered the words "test it." There is no escape from the email testing conundrum and you are either in a culture of “test, learn adapt,” or you are not. As a former client-side / brand email marketer, I can  confidently say that email testing is hard. It takes commitment, passion, patience, resources and most of all an openness and willingness for things to change.  Some Email Service Providers (ESPs) make testing so difficult that it's...
Read More
The Opposite of a Good Email Program Is a Great Email Program

The Opposite of a Good Email Program Is a Great Email Program

“Greatness is not a function of circumstance. Greatness, it turns out, is largely a matter of conscious choice and discipline” – James C. Collins, Good to Great Last February, people in the U.S. and around the world watched the Denver Broncos win the Super Bowl with a stifling defense and one of the best quarterbacks to have ever played the game. The headscratcher in all of this is that, while Peyton Manning was good in the game, the Broncos’ defense was great. The defense won the game for the Broncos. They will likely go down in the history books as one of the best defenses to have ever played in the Super Bowl because they completely shut down the best offense in the league. The margin between being good and great can be razor thin or so incredibly wide that there really is no comparison. It was the latter in the case of Super Bowl 50. The difference between a good and...
Read More
Two Things From My Inbox

Two Things From My Inbox

Here are two things from my Inbox that I believe are share-worthy: Sent From My iPhone I subscribe to all of the potential presidential candidates' email programs (so don't think I am affiliated in any way with any candidate), and this one from Ted Cruz is interesting.  For those of us who work in email marketing, I think we can all agree that this was almost certainly not sent from his iPhone. However, it does add an interesting personal touch to the email. Recipients could be thinking that he is, in fact, just sending them an email from his device in order to encourage donations.  It dovetails with the reminder aspect of the previous email (you can see the first line of the original email at the bottom of the image), but keen-eyed readers will notice the subtle appearance of the Bluehornet in the 'From' field.  Let's see if any other candidates follow suit.   Thank You. Thank You. Thank You. As parents, we always...
Read More
2 companies that should be on every email marketer’s radar

2 companies that should be on every email marketer’s radar

As 2015 kicks into high gear and we begin to think about what’s next for our industry, I’m focusing my efforts on the technologies that will impact the email-marketing world in the next 10-24 months. In particular, there are 2 companies that I’m insanely curious about: Cordial (cordial.io) Cordial was founded by some pretty smart industry veterans that I truly respect. They have a deep understanding of the marketing landscape and an outstanding commitment to the channel. Cordial is building what they call a “platform that we all dream about,” and that leverages data-driven customer experiences. They talk about insights and streamlining how we work. While this might sound like a lot of hype, I have a sneaky suspicion that the folks behind Cordial are going to actually deliver. They're in beta now, and I’m looking forward to seeing what’s behind the curtain. Persado (persado.com) They call it "persuasion automation," and after researching their tool and speaking to some folks over there, I am calling...
Read More
Two Views That Undermine a Healthy Email Testing Strategy

Two Views That Undermine a Healthy Email Testing Strategy

I’ve been working in email marketing for many years now, on both the client and agency sides. In both situations, I’ve gone head-to-head with two types of attitudes that can be destructive to a healthy email testing philosophy: “We’ve tried that before and it didn’t work.” “We’ve always done it that way.” These sayings demonstrate an attitude that can undermine the growth and optimization of any email program. “We’ve tried that before and it didn’t work.” Yes, I’m an advocate for learning from your mistakes and not repeating them. That being said, times change and sometimes those strategies and tactics that didn’t work in the past may prove fruitful in the present. When faced with this attitude, start by clarifying what was done in the past, and how it was measured. How do you quantify/qualify what “it didn’t work” means? What did you test? What was your goal? What did you measure and how? Did you ever retest? Where is the data that shows...
Read More