This is the presentation of Dr. Flint McGlaughlin of MarketingExperiments at the EMMA-nl Sexy email event about emailmarketing desing & testing

1. Twitter hashtag: #sexyemail 3 december 2009

2. Optimizing Landing Pages Using Offer
Response Optimization
Dr. Flint McGlaughlin
Director, MECLABS
@MktgExperiments

3. Optimization Example

4. Optimization Example

5. Test Your Acumen
Treatment One Treatment Two Treatment Three

6. Results
Web Hosting Offer Page Conversion Rate
Treatment 1 1.31%
Treatment 2 3.44%
Treatment 3 2.05%
Relative Difference 162%

7. Test Your Acumen
Treatment One Treatment Two

8. Results
Email Campaign Clickthrough
Treatment 1 18.1%
Treatment 2 21.8%
Relative Difference 20%

9. Test Your Acumen
Treatment One Treatment Two

10. Results
Email Address Capture Conversion Rate
Treatment 1 7.32%
Treatment 2 10.95%
Relative Difference 50%

11. Test Your Acumen
Treatment One Treatment Two

12. Results
Subscription Path Conversion Rate
Treatment 1 1.03%
Treatment 2 0.41%
Relative Difference 148%

13. POINT ONE
We need a simple, systematic way to discover the changes we
should test.

14. Timeline
MarketingExperiments was the first Internet-based research lab to conduct
experiments in optimizing the conversion rate of sales and marketing processes.
1987 Preliminary Research Begins
1997 Research Program Established
2001 First Research Report Published
2002 Testing of Research Partnership Model Begins
2003 O/R=Oz Theory Validated
2006 Patent Filings for Research Findings (10 Heuristics)

15. Heuristic
• In philosophy, especially in Continental European philosophy,
the adjective "heuristic" (or the designation "heuristic device")
is used when an entity X exists to enable understanding of, or
knowledge concerning, some other entity Y.
• In human-computer interaction, heuristic evaluation is a
usability-testing technique devised by expert usability
consultants.
– Wikipedia

16. Heuristic
Marketing Experiments Conversion Heuristic
C = 4m + 3v + 2(i-f) - 2a ©
Email Messaging Heuristics
© ©
ec < op < ct < lp eme = rv(of+ i) – (f + a)

17. Heuristic
Marketing Experiments Conversion Heuristic
C = 4m + 3v + 2(i-f) - 2a ©
Motivation Incentive Anxiety
(clarity of) Value Proposition Friction

18. Fulcrum
C = 4m + 3v + 2(i-f) - 2a ©
VC Value Proposition. Incentive. Friction. Anxiety.
VI
VC = Value Contributor
VI = Value Inhibitor

19. Fulcrum
C = 4m + 3v + 2(i-f) - 2a ©
VC
VC = Value Contributor
VI = Value Inhibitor VI

20. Fulcrum
C = 4m + 3v + 2(i-f) - 2a ©
VI
VC
VC = Value Contributor
VI = Value Inhibitor

21. Four Key Questions
1. Why should my ideal prospect
C = 4m + 3v + 2(i-f) - 2a ©
purchase from me rather than any of
my competitors?
2. How can I minimize all of the elements
in my sale path that cause
VC psychological resistance?
VI 3. How can I counter the remaining
psychological resistance with extra
VI incentive?
VC 4. How can I over-correct all of the
VC = Value Contributor elements which cause psychological
VI = Value Inhibitor concern in my sale path?

22. POINT TWO
We need to apply this methodology to live landing pages.

23. Previous live optimizations
69% Increase In Conversion

24. Previous live optimizations
• 24
145% Increase In Conversion

25. Previous live optimizations
300% Increase In Conversion

26. Live Optimization
26

27. Toyota-forklifts.nl landing page
http://www.toyota-
forklifts.nl/Nl/Products/Aanbieding/
Pages/Levio%20pallettrucks.aspx
27

28. Toyota-forklifts.nl landing page
Google Translate > English
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29. OHRA.nl email newsletter
http://public.tripolis.com/preview?xWYvZhh
8VLVZ58pyISzDmNe3kLC6iRP7UmDz3VZXyT6
dtvmLMM9sTati2q95*1xY
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30. OHRA.nl email newsletter
Google Translate > English
30

31. Cobouw.nl email newsletter
http://vedm.net/click2?fxhFB1w0dVoONpuK
9YVjBFxs0Pum0wdrjU5QJFa0TjE
31

32. Cobouw.nl email newsletter
Google Translate > English
32

33. De Telegraaf email newsletter
http://links.nieuwsbrief.telegraaf.nl/servlet/M
ailView?ms=MzQ0MDY3NDUS1&r=MzQ2MjQ
3NDExNwS2&j=NjA3OTY3ODQS1&mt=1&rt=0
33

34. De Telegraaf email newsletter
Google Translate > English
34

35. Mazdainactie.nl
http://www.mazdainactie.nl
35

36. Vereniging Eigen Huis email newsletter
http://campagne.veh.nl/ext.dl
l?ID=PfO2rRhlHTjuPPPw&r=r
36

37. Hi telecom email newsletter
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38. Thank You: Special Research Brief
Optimizing your Email in Three Steps:
How one marketer tripled revenue from their house list
It's far less expensive to retain a current customer than to find and acquire a new
one.
Working with a partner that sends more than one billion emails annually, we
discovered three key lessons on how to maximize revenue from your house list.
In this special research brief, we'll show you what we learned in this study and
how you can use these three key takeaways to maximize your email effectiveness
in 2010.
38

39. Optimizing Landing Pages Using Offer
Response Optimization
Dr. Flint McGlaughlin
Director, MECLABS
@MktgExperiments