It’s essential to regularly test, learn, and optimize email campaigns to improve the experience for your subscribers. Learn how to increase your brand’s email ROI whether it be based on short-term conversions or long-term customer loyalty through different types of testing top brands are practicing. This session will cover different types of testing opportunities, including segment structure, automated campaigns, overlays, SL, offer types, and creative. Learn about each audience group individually and optimize your customer journey as a whole

1. Drive Conversions this Q4 with Preliminary
Testing & Acquisition Tactics
Conquering Q4: A Holiday Planning Series for Marketers
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2. Today’s Timeline | Email Marketing
Conquering Q4: A Holiday Planning Series for Marketers
3 days. 11 sessions. 21 digital marketing experts.
TINUITI & MAILCHART
PRESENTS:
How to Feel Confident About
Your Q4 Email Content &
Campaign Plan
TINUITI & KLAVIYO PRESENTS:
Email Personalization: Go From
Basic to Sophisticated This Q4
11:00 – 11:45am PST 12:30 – 1:15pm PST11:45am – 12:30pm PST
TINUITI & JUSTUNO PRESENTS:
Drive Conversions this Q4 with
Preliminary Testing & Acquisition
Tactics

3. Today’s Speakers
Kelly Blevins
Strategist, CRM/Email
Mat Bingham
Director of Partnerships
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4. 4
1. Test Methodology Best Practices
2. Pre-Holiday Testing Opportunities
3. List Growth Tactics
4. Sample Testing Calendar
Agenda

5. Poll Question
How often are you testing in your CRM/Email programs?
● Never
● Sometimes
● Only calendar sends
● Only triggered messages
● Every send!
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6. 6
Testing Methodology Best Practices

7. TESTING METHODOLOGY
We recommend avoiding testing during peak times, test in advance on core strategy
so come holiday season we are maximizing returns
● True A/B splits are executed whenever possible.
○ We will generally avoid multivariate testing as it tends to introduce too much
complexity and potential for erroneous conclusions. Focusing on one variable yields
the most actionable results
● Tests will be run across multiple sends over a time range to
normalize against external noise.
○ Our starting recommendation is to run any single test 1 to 2 times a week over a 3
to 4 week time range, depending on the test.
○ Tests should be run on similar types of sends and segments to avoid skewed
results due to promo or high impact content as well as differing engagement levels
of potential audience groups.
○ Groups should be static throughout the test vs randomized for every send.
● After a test is run to its conclusion, evaluate the results.
○ While there are primary/initial metrics of success for some tests, it’s important to be
sure the success is happening at the end result, which is in more conversions and
revenue.
● Bear in mind the impact that COVID can have on test results from this
year (send time, day of week, promo offers, etc).
Conquering Q4 | Email Marketing
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8. 8
Pre-Holiday Testing Opportunities

9. 9
Conquering Q4 | Email Marketing
PRE-HOLIDAY: TESTING
Promotions
$ Off vs. % Off
Buy More, Save More
Gift With Purchase (GWP)
Category-Level Price Points
BOGO
Free Shipping
Timing/Logic
Calendar:
Day of Week
Time of Day
Triggered Series:
Trigger Rules
Duration Between Touches
AOV Drivers
Number of Products
Dynamic Recommendations
Shipping Threshold
Creative
Photography (Product vs. Lifestyle)
Layout
CTA Styling/Copy
Design vs text only
Email Capture
Sign-Up Incentive
Sign-Up Messaging
Pop-Up Trigger Rules
Subject Line
Length
Urgency Statements
Personalization
Emojis
Teaser vs. Direct
Don’t forget your triggers!
Test across your program for pre-holiday insights and optimization

10. Conquering Q4 | Email Marketing
DON’T FORGET YOUR SMS PROGRAMS
Your email and SMS programs should complement each other, not
compete! Testing both programs can help drive channel synergy.
Promotions
$ Off vs. % Off
Buy More, Save More
Gift With Purchase (GWP)
Category-Level Price Points
BOGO
Free Shipping
Messaging
Straight Forward vs Playful Brand Voice
Emoji vs No Emoji
Caps vs No Caps
Landing Page
Creative
MMS vs SMS only
Gif vs Static Image
Time Testing
Cross Channel Message Timing
Day of Week
Time of Day
Duration Between Touches
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11. Conquering Q4 | Email Marketing
HOW TO BUILD A TESTING ROADMAP
PLANNING
PRIORITY
EXECUTE
● Allow yourself time for the test to run for the recommended amount of
time before pulling results
● QA your set-ups to ensure your changes will work as expected
● Have a calendar
● Make sure your testing aligns across all communication
● Set priority on testing
● Don’t test just to test. Outline your goals for each test (KPI)
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OPTIMIZE
● Once your findings are confirmed, TEST AGAIN
● There is always smaller testing elements that you can adjust

12. 12
Lead capture strategy: list build now,
leverage data later

13. New Visitor lead capture
Start building your list for BFCM now!
1. Most important segment to
capture right now
2. Only ~3 months until holiday shopping season
is upon us
3. Do you know what kind of offer your
New Visitor Segment responds well to?
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14. Building your audience now: segmentation
Comrad Socks Desktop offer Mobile offer
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15. VIP lists for Email & SMS capture
Tease a VIP list
Create an exclusive segment from your website
traffic
1. Offer “early access” to holiday sales/offers
2. Offer special discounts for opting-in to SMS
(example on next slide)
3. Create a high-intent remarketing segment
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16. Step 1: display offer
Tap-to-text SMS capture
Step 2: engage Step 3: send text to opt-in &
get discount
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17. Using Justuno beyond lead capture
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18. Welcome series: onsite & email
Peter Millar Desktop offer mirrored onsite once
opted-in.
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19. Cart abandon & exit Offers:
Get out of the way & make the sale!
CODE GOES HERE
Cart abandon offer A: if they intend to leave the cart
page or have been idle for more than 60 seconds
(mobile)
Exit offer B: Blender’s Eyewear exit offer (mobile). Users
intending to leave w/back button or idle for 90 seconds
Have the code displayed directly on exit (no capture)
1. You will capture email during the checkout
2. Increase same-session sale
3. THIS IS ALSO A BEST PRACTICE FOR
ACTUAL BFCM STRATEGY!
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A
B
CODE

20. Smart upsell: Justuno Commerce AI
$8
Increase in AOV
$200K
Added revenue
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21. What should you do during BFCM?
Here are a few ideas to deploy
during the holiday season
1. Focus on the same-session conversion
2. Countdown timers
3. Unlocked cart abandon
& exit offers
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Sneak peek

22. A/B Testing Tips and Suggestions
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23. A/B testing for optimization
Now that you have basics set up, use tests to find what resonates
with your audience
1. Test new experiences against a control group
2. Test lead types against each other
a. ex. SMS vs FB Messenger
3. Test offer types
a. Entry lead capture vs. Exit
4. Creative
a. CTA
b. Tag line
c. Copy
d. Images
5. Number of steps
a. Email → discount vs. Email + SMS → discount
6. Offer amount
A
B
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24. Make sure your testing strategy is set up correctly
A/B testing best practices for onsite offers
Duration
Schedule
Content
● Decide what tests you will run (previous slide)
● Test ONE thing at a time.
Deploy winners!
● Run your tests for (minimum 2 weeks)
● Use your traffic numbers to determine the length of test.
● All tests should be turned off by mid to late October to ensure 30 days of
max list growth prior to BFCM
● Start testing now for holiday readiness!
● Don’t start a test on a Friday and try to launch a test in the morning.
● Use the Justuno scheduling feature for peace of mind.
● Deploy your winning variants during the holiday season!
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25. Key Takeaways
Start testing now so you are able to gather data for the
most optimized Q4
Make sure you are testing in both Email & SMS channels to
create the cross channel synergy during your peak sesion
Collect more data now (what can you collect other than
email?) to make more sales in the holidays
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A/B test your lead capture now to find what resonates best

26. Sign up for a free
14-day trial at
justuno.com/webinar
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27. Schedule Your 1:1
Strategy Evaluation

28. Live Q&A
Kelly Blevins
Strategist, CRM/Email
Mat Bingham
Director of Partnerships
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29. THANK YOU!