performance-driven design
DESCRIPTION
Hear first-hand accounts from top marketers as they discuss redesigns, drivers for change, metrics for success, and best practices acquired along the way.TRANSCRIPT
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Performance Driven Design
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Director of Marketing at Litmus
@meladorri
Justine leads content marketing, customer education and research initiatives.
Justine Jordan
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Senior Email Marketing Manager At CareerBuilder
@tsburdsall
Scott manages CareerBuilder's ESP relationship along with a team that oversees email marketing campaigns, testing, and best practices.
Scott Burdsall
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Vice President of Strategic Services at BrightWave Marketing
@emailrocks
Jay keeps busy solving email marketing problems, declaring email’s centrality to digital marketing, eating great food and kickboxing
Jay Jhun
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Got Performance Issues???
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Who’s this guy?
@emailrocks
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On my honor, I will do my bestTo do my duty as an email marketerto optimize performance whenever I can;
Performance-Driven Marketer’s Oath
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To help deliver crazy ROI at all times;To keep my emails creatively strong,Intentionally relevant and totally awesome.
Performance-Driven Marketer’s Oath
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Performance goals are inextricably tied to meaningful, measurable business outcomes
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“Methods and techniques that have consistently shown results superior than those achieved with other means, and which are used as benchmarks to strive for. There is, however, no practice that is best for everyone or in every situation, and no best practice remains best for very long as people keep on finding better ways of doing things.”
BusinessDictionary.com
Best Practices Be Damned!
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5 Misconceptions to Unthinkabout Performance Optimization
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Industry Benchmarks Are Your Friend
#1
XX
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Testing is difficult
#2
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1. Ask yourself “What are we trying to learn and WHY?”• Be conversion-minded• Be specific about what you’re trying to improve
2. Identify a 'control' and a 'test' candidate• Control is often a default / incumbent state
3. Test should happen at the same time
3 Pillars for Testing
#2
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Testing can happen ‘automagically’
#3
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SMSOpt-in Form
It’s only about email
#4
Mobile App
Landing Pages
Web / E-Comm
QR Codes
Print (FSI)
SEO/Display
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Mobile optimization can happen with the same budget/effort as desktop
#5
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Page 19BrightWave Marketing, Inc. | All Rights Reserved | © 2002-2012
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3 Tips for Bridging the Gap1. Map your content to a measureable campaign goal
• The more content you have in each email, the more effort it will take to make it mobile-friendly (i.e., K.I.S.S.)
2. Consider Fluid or Single-column or Plain Text• Form needs to follow function; If you’re not sure, test it!
3. Pick and choose when you optimize for mobile • Based on the size of the mobile conversion opportunity per campaign
#5
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• Performance optimization in email should be connected to your business goals – directly or indirectly
• Industry benchmarks and ‘best practices’ are like training wheels you need to eventually ditch
• Testing is not complicated but requires intentionality• Performance optimization in today’s mobile world requires
cross-channel collaboration• Solving for mobile optimization will absolutely require you to
recalibrate your approach to email and your resources
In Summary …
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Director of Marketing at Litmus
@meladorri
Justine leads content marketing, customer education and research initiatives.
Justine Jordan
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• Web-based subscription software• No sales team• B2B• Content focused approach• Small (tiny) marketing team• Marketing to marketers (must eat own dog food)• Lots of lessons learned…
A quick primer on Litmus
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Best practices are those determined to work best for you
Lesson learned:
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Test anything, you might be surprised
Best practice learned:
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• Subject lines• Specific vs. vague• Buzzy vs. straightforward
• Button language / call-to-action• Product vs. content• Additional buttons (more click opportunities)
• Play buttons on videos• Static video imagery• Headline vs. no headline• Button colors
Things we’ve tested…
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Doug Bowman
“…Google couldn’t decide between two blues, so they’re testing 41 shades between each blue to see which one performs better…”
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Google doesn’t know everything
Best practice learned:
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Version A: Green button Version B: Blue button
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Version A: Green button Version B: Blue button
NOchange
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Teach, don’t sellBest practice learned:
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Version A: Start testing Version B: Read our overview
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Version A: Start testing Version B: Read our overview
2xclicks
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Risks occasionally pay off
Best practice learned:
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Subject line A:
Don’t forward this…
Subject line B:
The best way to share emails
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Subject line A:
Don’t forward this…
Subject line B:
The best way to share emails54%
more clicks
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Progress, not perfection
Best practice learned:
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Jan-11 Apr-11 Oct-11 Dec-11 Mar-12 Apr-12 May-12 Jun-12 Dec-12 Jan-13 May-13 Jul-13
Open Rate 0.32 0.28 0.29 0.3 0.28 0.25 0.29 0.27 0.28 0.31 0.29 0.25
Click Rate 0.13 0.11 0.15 0.19 0.27 0.27 0.2 0.25 0.31 0.38 0.22 0.3
3%
8%
13%
18%
23%
28%
33%
38%
Open Rate Click Rate
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Jan-11 Apr-11 Oct-11 Dec-11 Mar-12 Apr-12 May-12 Jun-12 Dec-12 Jan-13 May-13 Jul-13
Open Rate 0.32 0.28 0.29 0.3 0.28 0.25 0.29 0.27 0.28 0.31 0.29 0.25
Click Rate 0.13 0.11 0.15 0.19 0.27 0.27 0.2 0.25 0.31 0.38 0.22 0.3
3%
8%
13%
18%
23%
28%
33%
38%
Open Rate Click Rate
28% opens11% clicks
Emphasis on product
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Jan-11 Apr-11 Oct-11 Dec-11 Mar-12 Apr-12 May-12 Jun-12 Dec-12 Jan-13 May-13 Jul-13
Open Rate 0.32 0.28 0.29 0.3 0.28 0.25 0.29 0.27 0.28 0.31 0.29 0.25
Click Rate 0.13 0.11 0.15 0.19 0.27 0.27 0.2 0.25 0.31 0.38 0.22 0.3
3%
8%
13%
18%
23%
28%
33%
38%
Open Rate Click Rate
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Jan-11 Apr-11 Oct-11 Dec-11 Mar-12 Apr-12 May-12 Jun-12 Dec-12 Jan-13 May-13 Jul-13
Open Rate 0.32 0.28 0.29 0.3 0.28 0.25 0.29 0.27 0.28 0.31 0.29 0.25
Click Rate 0.13 0.11 0.15 0.19 0.27 0.27 0.2 0.25 0.31 0.38 0.22 0.3
3%
8%
13%
18%
23%
28%
33%
38%
Open Rate Click Rate
29% opens15% clicks
New design rolls out
Less contentCTAs not
clear
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Jan-11 Apr-11 Oct-11 Dec-11 Mar-12 Apr-12 May-12 Jun-12 Dec-12 Jan-13 May-13 Jul-13
Open Rate 0.32 0.28 0.29 0.3 0.28 0.25 0.29 0.27 0.28 0.31 0.29 0.25
Click Rate 0.13 0.11 0.15 0.19 0.27 0.27 0.2 0.25 0.31 0.38 0.22 0.3
3%
8%
13%
18%
23%
28%
33%
38%
Open Rate Click Rate
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Jan-11 Apr-11 Oct-11 Dec-11 Mar-12 Apr-12 May-12 Jun-12 Dec-12 Jan-13 May-13 Jul-13
Open Rate 0.32 0.28 0.29 0.3 0.28 0.25 0.29 0.27 0.28 0.31 0.29 0.25
Click Rate 0.13 0.11 0.15 0.19 0.27 0.27 0.2 0.25 0.31 0.38 0.22 0.3
3%
8%
13%
18%
23%
28%
33%
38%
Open Rate Click Rate
28% opens27% clicks
InfographicsUseful/helpful
Bulletproof buttons
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Jan-11 Apr-11 Oct-11 Dec-11 Mar-12 Apr-12 May-12 Jun-12 Dec-12 Jan-13 May-13 Jul-13
Open Rate 0.32 0.28 0.29 0.3 0.28 0.25 0.29 0.27 0.28 0.31 0.29 0.25
Click Rate 0.13 0.11 0.15 0.19 0.27 0.27 0.2 0.25 0.31 0.38 0.22 0.3
3%
8%
13%
18%
23%
28%
33%
38%
Open Rate Click Rate
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Jan-11 Apr-11 Oct-11 Dec-11 Mar-12 Apr-12 May-12 Jun-12 Dec-12 Jan-13 May-13 Jul-13
Open Rate 0.32 0.28 0.29 0.3 0.28 0.25 0.29 0.27 0.28 0.31 0.29 0.25
Click Rate 0.13 0.11 0.15 0.19 0.27 0.27 0.2 0.25 0.31 0.38 0.22 0.3
3%
8%
13%
18%
23%
28%
33%
38%
Open Rate Click Rate
29% opens20% clicks
More product than
education opportunities
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Jan-11 Apr-11 Oct-11 Dec-11 Mar-12 Apr-12 May-12 Jun-12 Dec-12 Jan-13 May-13 Jul-13
Open Rate 0.32 0.28 0.29 0.3 0.28 0.25 0.29 0.27 0.28 0.31 0.29 0.25
Click Rate 0.13 0.11 0.15 0.19 0.27 0.27 0.2 0.25 0.31 0.38 0.22 0.3
3%
8%
13%
18%
23%
28%
33%
38%
Open Rate Click Rate
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Jan-11 Apr-11 Oct-11 Dec-11 Mar-12 Apr-12 May-12 Jun-12 Dec-12 Jan-13 May-13 Jul-13
Open Rate 0.32 0.28 0.29 0.3 0.28 0.25 0.29 0.27 0.28 0.31 0.29 0.25
Click Rate 0.13 0.11 0.15 0.19 0.27 0.27 0.2 0.25 0.31 0.38 0.22 0.3
3%
8%
13%
18%
23%
28%
33%
38%
Open Rate Click Rate
Double the amount of
content
Short, stats-focused
subject line
31% opens38% clicks
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Jan-11 Apr-11 Oct-11 Dec-11 Mar-12 Apr-12 May-12 Jun-12 Dec-12 Jan-13 May-13 Jul-13
Open Rate 0.32 0.28 0.29 0.3 0.28 0.25 0.29 0.27 0.28 0.31 0.29 0.25
Click Rate 0.13 0.11 0.15 0.19 0.27 0.27 0.2 0.25 0.31 0.38 0.22 0.3
3%
8%
13%
18%
23%
28%
33%
38%
Open Rate Click Rate
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Opens and clicks aren’t everything
Best practice learned:
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• Twitter mentions• Unsolicited comments• Endorsements
• Web visits• Blog comments• Anecdotal evidence
• Interest from mainstream journalists
Embrace unique success metrics
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Twitter Mentions
Site visits
Newsletter
Newsletter
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Twitter Mentions
Site visits
Newsletter
Newsletter
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Targeting and segmentation really does work
Best practice learned:
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Boston: 1,200 subscribers
Boston agenda + snag the last Early Bird tickets
London: 2,500 subscribers
London agenda + snag the last Early Bird tickets
San Fran: 1,100 subscribers
San Francisco agenda + snag the last Early Bird tickets
General: 46,000 subscribers
See the agenda + snag the last Early Bird tickets
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Boston: 1,200 subscribers
Boston agenda + snag the last Early Bird tickets
London: 2,500 subscribers
London agenda + snag the last Early Bird tickets
San Fran: 1,100 subscribers
San Francisco agenda + snag the last Early Bird tickets
General: 46,000 subscribers
See the agenda + snag the last Early Bird tickets
62% open rate
58 tickets sold
emails sent
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Senior Email Marketing Manager At CareerBuilder
@tsburdsall
Scott manages CareerBuilder's ESP relationship along with a team that oversees email marketing campaigns, testing, and best practices.
Scott Burdsall
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CareerBuilder: Mobile opens account for 50-62% of total opens depending on segment
Mobile Audience
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• A/B template test• Same Subject Lines• Audience: 5 segments with different interaction levels
• New• In Market (active)• Recently In Market (recently active)• Passive• Off Market (unengaged)
• CTR as winning metric• Three weeks of testing
Testing Methodology
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• TEST: Original Control Design vs. Responsive Design
CareerBuilder Mobile Optimization
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Preview: Control Version
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Preview: Test Version
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• 21-24% increase in click-through rate• Unengaged users delivered the highest life in click-through
• Less motivated users seem more likely to respond to an uncluttered, aesthetically pleasing message
Results
Test 1 Test 2 Test 3
Segment Click Increase Open Increase Click Increase Open Increase Click Increase Open Increase
New 11% 10% 19% 21% 11% 13%Active 17% 17% 19% 23% 11% 17%Recent 17% 21% 19% 19% 22% 17%Passive 17% 13% 16% 12% 16% 12%Unengaged 22% 15% 26% 18% 23% 15%
Overall 21% 15% 24% 17% 21% 15%
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• Also: 15-17% increase in open rate• Preheader basics:
• Located above the logo or header in the email code • Some email clients grab the first piece of code and display approximately 85
characters of the first HTML text next to the subject line.
Preheader
To
PreheaderFrom Name > Subject Line > Preheader
Control: Test:CareerBuilder.com CareerBuilder.comSunday Sunday
To ToTest Send – Tonya: We’ve got Ne… Test Send – Walter: We’ve got ne…To view this email as a web page, go here.<http://click.careerbuilder-email.com/?qs=309b4f8d88142b3b4b5b9e69cbc75f3
We’ve got new jobs in Hammond – Companies have just posted new jobs near…
Winner!
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• Job Recommendation Emails • Similar test, but only testing
responsive design element• Mostly text – job descriptions
and apply button• 7.5% overall CTR increase• 15.2% mobile CTR increase• 12.3% increase in applications
per send
Responsive With Existing Templates
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• Responsive Design gave CB quick wins and helps ensure long-term successes
• Improved mobile click-through rates
• Improved mobile apply rates
• Gives a more scalable and usable reading experience
• Regarding CB template redesign test, responsive showed that unengaged subscribers…
• …generated the highest lift in responsive design.
• …responded better to a more uncluttered, visually pleasing message.
• Less busy design highlights more critical sections
Performance-Driven Design
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Questions?
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Thank you!
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