To promote the latest book of Dan Brown, Bol.com, the largest media store of The Netherlands, sent out an email campaign. The challenge was to maximize the sales of the book by adapting the content of the email to the recipient's preferences. Bol.com created different header images with different calls to action and wondered which header would maximize the response rate of the campaign. Highlighting FREE SHIPPING appeared to be more powerful than giving a the recipient the feeling of exclusivity (READ ON THE DAY OF PUBLICATION or THE FIRST TO HAVE THE BOOK AT HOME). Testing this offer increased the CTR by 59%.
Blog
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Personalization in email marketing
24 September 2009
Personalization of email messages leads to higher performance of the key metrics (open rate, CTR, ROI). Several elements of the email can be personalized (name, content, salutation), but depending on the target group all seperate elements should be tested to make sure this is the best way to approach a specific list.
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8Seconds announces partnership with Silverpop
17 September 2009
8Seconds and Silverpop®, the world's only provider of both email marketing and marketing automation solutions specifically tailored to the unique needs of B2C and B2B marketers, partner to offer real time email optimization to the users of the Silverpop Engage® platform. The integration of the 8Seconds technology into the email platform of Silverpop allows customers to increase the conversion of their email campaigns thanks to real time multivariate testing and optimization.
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Citobi and 8Seconds announce partnership
10 September 2009
Citobi, a Belgian CRM solution provider, partner with 8Seconds, a leading email optimization company, for the integration of real time multivariate testing in the email broadcasting platform of Citobi. This partnership allows marketers, using the Citobi platform, to leverage multivariate testing capabilities in their promotional and transactional messaging, monitoring performance in real time and automatically optimizing content. -
Multivariate testing is a proven method to increase ROI. A theme park increased conversion by 48%, testing the header image (promotional offer and picture).