An aquarium with over 300 species, increased conversion by 48%, using 8Seconds Optimizer to test and optimize the latest email camapign.

The challenge

To generate traffic to the aquarium a promotional offer was sent to 275 000 (new) addresses. The header image of the email campaign was tested and optimized by 8Seconds Optimizer (Multivariate Testing and Optimization) in order to increase the ROI of the campaign.

The optimization campaign

8Seconds Optimizer showed different offers and pictures to the recipients that first opened the email and measured statistically and in real time which combination was the most successful in terms of conversion. As soon as the combination that generates the most conversion was found, 8Seconds Optimizer automatically showed this optimal email to all next recipients that opened the email.

Two different offers (“kids go free” and “2 for 1”) and two different pictures (dolphins and a seal) were tested to see which combination appealed most to the recipients.

Results

Analyzing the clicking behavior of the first recipients that opened the email enabled to identify the header image that generated the most click-throughs. After 11 325 views of the email, 8Seconds optimizer defined the best header image. This version of the header image was shown to all next recipients that opened the email (95 633 recipients). The increase of CTR was 48% (between the winning and losing combination). The “kids go free” offer did a lot better than the “2 for 1” offer. Whereas the difference between the two pictures (seal and dolphin) was very small.

Winning combination:

Conclusion

• The offer is crucial. Kids go free, 2 for 1, 50%, free gift, … ? Let your recipients decide what the best offer is. Only in this way you will get the maximum out of your email campaigns.
• In this case, the picture (seal and dolphins) didn’t make a huge difference in CTR. Apparently both images appealed to the recipients. It might be interesting to see if this was the case with totally different pictures (for instance: a happy family, a map of the aquarium showing how many different areas it has, etc).
• Real time multivariate testing of email campaigns allows to adapt the content to the recipients’ preferences and maximizes the response rate of email campaigns.