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T I M O Z M I N A
Acing the A/B Test: How to Optimize to Send Extraordinary
Emails
2Proprietary and Confidential | © Marketo, Inc.
• This webinar is being recorded, the slides and recording will be sent to you once the webinar
con clu des
• Qu estion s? Feel free to en ter th em in to th e Q&A box on y ou r screen an d we’ll get to th em at th e
en d of th e session
• Postin g to social? Please u se ou r h ash tag # m ktgn ation
Housekeeping
Proprietary and Confidential | © Marketo, Inc.
Meet the Speaker
Tim Ozmina
Sr. Marketing Specialist,
Demand Generation
4Proprietary and Confidential | © Marketo, Inc.
A Brief History of Emails
 1971 –Firstemail was sent
 1985 –Email is usedby government workers,military,
academics
 1991 –Thefirstemail wassent fromspace
 1996 –Microsoftand Hotmail releaseemail tools
 1997 –Microsoftbuys Hotmail; almost 10 million
emailusers
 1998 –Theterm“Spam” enters the dictionary
 2003 –Over77 millionusers
 2004 –U.S. Governmentstartsregulatingunsolicited
emails
 2009 –94% ofallemails werespam
 2019 –3.9 billionemailusers; 293 billionemails sent
per day; 64% ofemailis spam
Sources: MacWorld, 99firms, Radicati, EMarketer
5Proprietary and Confidential | © Marketo, Inc.
Why Should You A/B Test?
What if you don’t test?
 Youdon’tlearnwhatis workingandwhatisn’t
 Youmissouton meaningfulengagements
 Yourgraphsdon’ttrendup andto theright
 Lossofrevenue
 Youdon’tgrow
Whatifyou dotest?
 You canbreakthroughthenoise of 293 billion emails sentper day
 You canoptimize EVERYTHING
 You canlet thedatado thetalking
 You captureMORE meaningful engagements
 Increaserevenue
 You grow
6Proprietary and Confidential | © Marketo, Inc.
Now We Know Why… But WhatIs the Process?
Define Your
Goal
Decide
What to
Test
Create a
Hypothesis
Test
Evaluate
Results
Make a
Decision
7Proprietary and Confidential | © Marketo, Inc.
It’s Time to Pick a Test!
What should you test?
 Subject line
 Numberofwordsin SL
 Personalizedvs. Non-personalized
 Brackets
 Call-to-actionbutton
 Size
 Color
 Font
 Italicizevs. Bold
 Preheader
 Tone of voice
 HTML vs. Text email
 Day of week
 Time of day
 Length of email
 From name
 And many, many more!
8Proprietary and Confidential | © Marketo, Inc.
How Do You ActuallyRunthe Test?
A few things to keep in mind:
 Onlytestone element atatime
 Keep thetesting environment asclean aspossible
 Send tothe same audience
 Send at the same time
 Gatherasmuch dataaspossible
VS
9Proprietary and Confidential | © Marketo, Inc.
Before We Evaluate…
Statistical Significance:
 anumberthatexpressestheprobabilitythattheresult ofagiven experimentorstudycouldhaveoccurredpurelybychance. Thisnumbercan
beamargin oferror(“Theresults ofthispublic opinionpoll areaccuratetofivepercent”), oritcan indicateaconfidencelevel (“If this
experimentwererepeated,thereis aprobabilityofninety-fivepercentthatourconclusionswould besubstantiated”).
10Proprietary and Confidential | © Marketo, Inc.
Now It’s Time to Evaluate
Results:
 Open ratesincreased by4% (100% statisticalsignificance)
 Click-through-ratesincreasedby47% (100%statisticalsignificance)
 Click-to-openratesincreasedby41% (100%statisticalsignificance)
(ThanksMike!)
What doesthis mean?
 Contextis amazing…
 Adding contextnotonlyincreased opens,butalsoincreased clicks
(ThanksMike!)
Specifically for this test:
 Earlystageaudience
 Marketingtitles
 Engagedin thepast1year
11Proprietary and Confidential | © Marketo, Inc.
And theWinner Is…
WhatdoI donow?
 DOCUMENT YOUR FINDINGS!
 Letyour teamknow
 Include bracketsto thataudience
 Testthison your otheraudiences (if you weren’ttestingitalready)
 Pick anothertest
 Takeit astepfurther
12Proprietary and Confidential | © Marketo, Inc.
Let’s Take It a Step Further
13Proprietary and Confidential | © Marketo, Inc.
I KnowWhat You’re Thinking:
We just beat the control and now knowthat adding
brackets to the subject line can help with not only
opens,but also clicks… what else is there?
14Proprietary and Confidential | © Marketo, Inc.
Always Be Testing
VS
15Proprietary and Confidential | © Marketo, Inc.
The ResultsLook Conclusive
Results:
 Open ratesincreased byover 15% (100%statisticalsignificance)
 Click-through-ratesincreasedbyalmost30% (100% statisticalsignificance)
 Click-to-openratesincreasedbyover 12% (100% statisticalsignificance)
 Looksconclusive, right?
16Proprietary and Confidential | © Marketo, Inc.
The FullStory
17Proprietary and Confidential | © Marketo, Inc.
Time to Break a Myth
18Proprietary and Confidential | © Marketo, Inc.
Adding a Secondary Call-to-Action
 We’vebeentoldit’sa no-no
 Decreasesclicks
 Increasesunsubscribes
 Can hurtdeliverability
 Have you ever testedit?
 For thistest:
 Senttoallbehaviorscoreaudiences
 Marketingtitles
 Over 450kemails
 Engagedinpastoneyear
19Proprietary and Confidential | © Marketo, Inc.
The Results
Results:
 Open ratesincreased by0% (no statisticalsignificance)
 Click-through-ratesdecreasedby3% (no statisticalsignificance)
 Click-to-openratesdecreasedby3% (no statisticalsignificance)
What does this mean?
 Wecannotconfidentlysaythataddinga secondCTA directlyincreases/decreases the
performanceofan email
 Disclaimer:Trythisonyouraudience, don’tjust takemy wordforit!
20Proprietary and Confidential | © Marketo, Inc.
5 Key Takeaways
 Documentyour findings
 Keepyour tests clean
 Dig deeper
 Find statisticalsignificance
 Always be testing
21Proprietary and Confidential | © Marketo, Inc.
Questions?
Tim Ozmina: https://www.linkedin.com/in/timothy-ozmina/
Acing the A/B Test: How to Optimize to Send Extraordinary Emails

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Acing the A/B Test: How to Optimize to Send Extraordinary Emails

  • 1. T I M O Z M I N A Acing the A/B Test: How to Optimize to Send Extraordinary Emails
  • 2. 2Proprietary and Confidential | © Marketo, Inc. • This webinar is being recorded, the slides and recording will be sent to you once the webinar con clu des • Qu estion s? Feel free to en ter th em in to th e Q&A box on y ou r screen an d we’ll get to th em at th e en d of th e session • Postin g to social? Please u se ou r h ash tag # m ktgn ation Housekeeping
  • 3. Proprietary and Confidential | © Marketo, Inc. Meet the Speaker Tim Ozmina Sr. Marketing Specialist, Demand Generation
  • 4. 4Proprietary and Confidential | © Marketo, Inc. A Brief History of Emails  1971 –Firstemail was sent  1985 –Email is usedby government workers,military, academics  1991 –Thefirstemail wassent fromspace  1996 –Microsoftand Hotmail releaseemail tools  1997 –Microsoftbuys Hotmail; almost 10 million emailusers  1998 –Theterm“Spam” enters the dictionary  2003 –Over77 millionusers  2004 –U.S. Governmentstartsregulatingunsolicited emails  2009 –94% ofallemails werespam  2019 –3.9 billionemailusers; 293 billionemails sent per day; 64% ofemailis spam Sources: MacWorld, 99firms, Radicati, EMarketer
  • 5. 5Proprietary and Confidential | © Marketo, Inc. Why Should You A/B Test? What if you don’t test?  Youdon’tlearnwhatis workingandwhatisn’t  Youmissouton meaningfulengagements  Yourgraphsdon’ttrendup andto theright  Lossofrevenue  Youdon’tgrow Whatifyou dotest?  You canbreakthroughthenoise of 293 billion emails sentper day  You canoptimize EVERYTHING  You canlet thedatado thetalking  You captureMORE meaningful engagements  Increaserevenue  You grow
  • 6. 6Proprietary and Confidential | © Marketo, Inc. Now We Know Why… But WhatIs the Process? Define Your Goal Decide What to Test Create a Hypothesis Test Evaluate Results Make a Decision
  • 7. 7Proprietary and Confidential | © Marketo, Inc. It’s Time to Pick a Test! What should you test?  Subject line  Numberofwordsin SL  Personalizedvs. Non-personalized  Brackets  Call-to-actionbutton  Size  Color  Font  Italicizevs. Bold  Preheader  Tone of voice  HTML vs. Text email  Day of week  Time of day  Length of email  From name  And many, many more!
  • 8. 8Proprietary and Confidential | © Marketo, Inc. How Do You ActuallyRunthe Test? A few things to keep in mind:  Onlytestone element atatime  Keep thetesting environment asclean aspossible  Send tothe same audience  Send at the same time  Gatherasmuch dataaspossible VS
  • 9. 9Proprietary and Confidential | © Marketo, Inc. Before We Evaluate… Statistical Significance:  anumberthatexpressestheprobabilitythattheresult ofagiven experimentorstudycouldhaveoccurredpurelybychance. Thisnumbercan beamargin oferror(“Theresults ofthispublic opinionpoll areaccuratetofivepercent”), oritcan indicateaconfidencelevel (“If this experimentwererepeated,thereis aprobabilityofninety-fivepercentthatourconclusionswould besubstantiated”).
  • 10. 10Proprietary and Confidential | © Marketo, Inc. Now It’s Time to Evaluate Results:  Open ratesincreased by4% (100% statisticalsignificance)  Click-through-ratesincreasedby47% (100%statisticalsignificance)  Click-to-openratesincreasedby41% (100%statisticalsignificance) (ThanksMike!) What doesthis mean?  Contextis amazing…  Adding contextnotonlyincreased opens,butalsoincreased clicks (ThanksMike!) Specifically for this test:  Earlystageaudience  Marketingtitles  Engagedin thepast1year
  • 11. 11Proprietary and Confidential | © Marketo, Inc. And theWinner Is… WhatdoI donow?  DOCUMENT YOUR FINDINGS!  Letyour teamknow  Include bracketsto thataudience  Testthison your otheraudiences (if you weren’ttestingitalready)  Pick anothertest  Takeit astepfurther
  • 12. 12Proprietary and Confidential | © Marketo, Inc. Let’s Take It a Step Further
  • 13. 13Proprietary and Confidential | © Marketo, Inc. I KnowWhat You’re Thinking: We just beat the control and now knowthat adding brackets to the subject line can help with not only opens,but also clicks… what else is there?
  • 14. 14Proprietary and Confidential | © Marketo, Inc. Always Be Testing VS
  • 15. 15Proprietary and Confidential | © Marketo, Inc. The ResultsLook Conclusive Results:  Open ratesincreased byover 15% (100%statisticalsignificance)  Click-through-ratesincreasedbyalmost30% (100% statisticalsignificance)  Click-to-openratesincreasedbyover 12% (100% statisticalsignificance)  Looksconclusive, right?
  • 16. 16Proprietary and Confidential | © Marketo, Inc. The FullStory
  • 17. 17Proprietary and Confidential | © Marketo, Inc. Time to Break a Myth
  • 18. 18Proprietary and Confidential | © Marketo, Inc. Adding a Secondary Call-to-Action  We’vebeentoldit’sa no-no  Decreasesclicks  Increasesunsubscribes  Can hurtdeliverability  Have you ever testedit?  For thistest:  Senttoallbehaviorscoreaudiences  Marketingtitles  Over 450kemails  Engagedinpastoneyear
  • 19. 19Proprietary and Confidential | © Marketo, Inc. The Results Results:  Open ratesincreased by0% (no statisticalsignificance)  Click-through-ratesdecreasedby3% (no statisticalsignificance)  Click-to-openratesdecreasedby3% (no statisticalsignificance) What does this mean?  Wecannotconfidentlysaythataddinga secondCTA directlyincreases/decreases the performanceofan email  Disclaimer:Trythisonyouraudience, don’tjust takemy wordforit!
  • 20. 20Proprietary and Confidential | © Marketo, Inc. 5 Key Takeaways  Documentyour findings  Keepyour tests clean  Dig deeper  Find statisticalsignificance  Always be testing
  • 21. 21Proprietary and Confidential | © Marketo, Inc. Questions? Tim Ozmina: https://www.linkedin.com/in/timothy-ozmina/

Notas del editor

  1. Focused Investments Track Record of Delivery Innovation