Remarkable Email Marketing Optimization
I’d like to ask you one question: How you are going to make your next test as remarkable as it can be?
This is the opposite of boring.
When you are designing email marketing optimization, normally your goals are the best starting point: conversion or customer value. That might be translated into things more measurable like opens, clicks, sales, ROI, etc. The percentage of increase in the results of your optimization is called gain. And the goal is to get the best results you can for your email marketing. But that doesn’t mean that your tests should be boring. A test is even better when it is the opposite of boring: remarkable.
The remarkable optimization
I would advise everyone who is designing an A/B or multivariate test to try and make it a remarkable optimization. What makes a test remarkable? It has potential to be one of those great email marketing stories that your colleagues and customers will love. They just have to tell it to a friend because it has that “I like it and I have to share this” quality. Ok, you can call it a ‘viral optimization’ if you like. Another buzzword is born.
Keep it on the agenda.
A remarkable test is also very useful. It will allow you to talk about testing, results and the importance optimization. In your organization, but also with clients. While telling an interesting story. Also it helps to keep testing on the agenda and get some broad understanding about what optimization is all about. Besides that, it could also make for some great PR material and make the company look cool.
With a bit of creativity you could probably think of a few things you could test that would be remarkable enough to get some viral effects going in your company. Think about all the memorable, epic things you could do with product pictures, incentives and headlines.
Takeaway: Push the testing envelope! Don’t just test what you have to; test what you can do.
So get creative and share with us how you are going to make your next test as remarkable as it can be?