eTail East 2014 - Developing an Email Testing Roadmap

FC Organizational Products LLC FranklinPlanner.com
Lareen Strong
Vice President, Marketing
FC Organizational Products
@LareenStrong
Establishing a Testing Roadmap
to Increase the Effectiveness of
Your Email Campaigns

Our Company
FC Organizational Products is a global
e-tailer and the exclusive worldwide
licensee of the FranklinCovey® brand.
In 1984 the first Franklin Day Planner was
produced, closely followed by a popular
time management workshop. New planner
formats are created continually, and the
FranklinPlanner System is now used by
more than 15 million people worldwide.

Our Program
85 Million Emails
Sent over the past year
2752% ROAS 2013
(Not including staff hours)
1 Million Contacts
Main brand opt-ins

STEP ONE
Determine what
matters most.
STEP TWO
Establish testing
parameters.
STEP THREE
Test. Test.Test.
STEP FOUR
Use the results. Retest.
Commit to this before
even starting.
Four Steps to Testing Success

CEO
EBITDA
Revenue
Brand integrity
ROAS
PRODUCT
MANAGER
Best selling products
Margin
Average order size
CREATIVE TEAM
Customer interaction
Marketing channel
integration
Bounce rate
Unsubscribes
Open rate
Click rate
Step One: What Matters Most
EMAIL
MANAGER

What did
customers
buy? SKU
Order #
Revenue
What time did
they buy?
Product
Manager
Email
Manager
CEO
Step One: What Matters Most

Step One: What Matters Most Click
Map
Visual
On what part
of the creative
did customers
most interact?
Creative Team

Step Two: Establish Parameters
Establish testing parameters:
Timeframe
Set goal dates and stick to them
Resources
How to capture information
Staff involved
Accountability
Who is in charge of the project
Who will share information, and how

Step Three: Test
Open Rate Click
Through
Conversion
(site testing)
• Subject line
• From line
• Pre-header
• Time of day
• Day of week
• Frequency of
sends
• Opt-in origin
• Product mix
• Product
placement
• Offers and
promotions
• Creative /
design
• Above / below
fold
• Copy
• Load speed
• Load
correctness
• Pricing
• Navigation
• Landing pages
• Product
selection
Result
What affects result

Step Three: Test
If you want to improve your open rate, test these
things:
• Subject line
• From line
• Pre-header
• Time of day
• Day of week
• Frequency of
• sends
• Opt-in origin

Step Three: Test
Where did the
customer opt-in?

Step Three: Test
Our WORST
performer: Opt-in
and get a free gift

Step Three: Test
If you want to improve your
click through rate, test
these things:
• Product mix
• Product placement
• Offers and promotions
• Creative / design
• Above / below fold
• Copy
• Load speed
• Load correctness

Step Three: Test
Creative
test
Non-
lifestyle
Lifestyle
Delivered 238,670 238,834
Opened 30,573 30,559
Clicks 2,051 2,056
Orders 103 105
Revenue $3918.94 $4210.73
Non-lifestyle
Lifestyle

Step Three: Test
Conversion testing is as much about your website as it
is your email program. Does your website deliver on
your email promise?
• Pricing
• Ease of navigation
• Landing pages
• Product selection
Integrate creative
for all marketing channels

Step Three: Test
Conversion testing
Landing page vs direct to product pages
Landing
page
Product
page

Step Four: Use the Results
Use your results
1. Take the winner of each A/B test, and then retest.
2. Repeat until you have multiple “equal” results.
3. If you find a clear winner, start using it immediately.
4. Test the validity of your results from time to time.

1. YOU decide
which email
metrics are
most important
for YOUR
organization.
2. You decide the
best way to use
the results of
your email
testing.
Step Four: Use the Results

Your Next Steps
Make it work for you
1. Determine who in your organization has
a stake in your email program.
2. Send a meeting appointment from your
hotel room TONIGHT.
3. Be obsessively curious. Your email
marketing epiphany could be staring
you right in the face.
Be
Obsessively
Curious

www.linkedin.com/in/lareenstrong/
@LareenStrongLareen Strong
Vice President, Marketing
FC Organizational Products

eTail East 2014 - Developing an Email Testing Roadmap

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