If following those twenty-five essentials leads to an email campaign like this I’d say it’s time for a new list.
“text only” test send
For clients who want to preview how their emails will be rendered by text only email clients our “text only” feature allows them to test send text only versions of their emails. When editing a campaign or template, simply select the “text only” box and test send to the emails of your choosing.
Now try and say “test send text only” five times fast.
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New List Growth reporting
As part of our ongoing effort to add power and ease of use to our UI we’ve introduced a new dimension to our Email List Growth report. When viewing this report you’ll now see not only the total size of the list, but the net change in the list size over a selected period. Net increases are preceded by a “+” and displayed in green, while net decreases are preceded by a “-” and displayed in red. But we don’t imagine you’ll be seeing much red. After all, you’re using Sailthru!
In addition to the change, you can also select the time interval to display. Select from “daily”, “weekly” or “monthly” from the duration drop-down menu, depress the refresh button, et voila! a powerful new chart is displayed. Finally, in the view drop down menu you are also able to select to calculate the growth report against the total number of email addresses in your list (including optouts and hardbounces) or against valids only. Yep, it’s pretty cool.
Stay tuned as we bring many powerful new features online over the coming weeks.
Are Your Emails Anticipated & Appreciated?
This article was originally posted on Email Insider by Ryan Deutsch.
As with many of you, I have been in the marketing technology space for a little while. During that time, I have heard (and certainly spoken) my share of buzzwords. In fact, I could probably throw together 500 words on email marketing buzzwords — stay tuned for that blog post in the coming weeks! Anyway, two words I do not hear often enough in relation to email are “anticipated” and “appreciated.” There are two interesting trends occurring in the email marketing space that make these particularly relevant: the flash sale and localized marketing.
The flash sale. Online shopping sites like Hautelook, Gilt Group, Rue La La, LivingSocial and others have created hugely loyal followings based on incredible offers that are exclusive to the members of their communities. Email is a critical component of their business, essentially allowing flash sale vendors to deliver large volumes of email simultaneously to an opt-in subscription list and have their customers race to the shopping cart and check out with their items before the “deal” disappears.
Why are these programs so successful? The complete transparency between the brand and the subscriber coupled with constancy in messaging results in a base of subscribers who anticipate the marketing offer. These opt-in programs are not interruption marketing tactics; rather, they represent the ability of an email marketer to create a program that is so valuable, consumers actually anticipate its arrival.
Unfortunately, email marketers have become complacent due to their own success. Email is a highly profitable channel, yet only a fraction of recipients actually engage with daily promotional messages from brands. Marketers must take a very close look at their programs and ask themselves, “Is my subscriber anticipating today’s email communication — or is he/she simply going to ignore the message, along with so many others?”
Here are some strategies to improve the anticipation factor of your email marketing communications:
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Help support Haiti relief
Like many others, the enormity of the Haitian catastrophe has touched our hearts and reminded us that we all need help at one time or another. So we asked ourselves what we as a company could do to help. Once of those things is to support the red cross by including one of their banners in our emails like the one included here.
Clicking the banner takes donors directly to the Red Cross donation site where they can choose between the Haiti Relief and Development and the International Response Fund. Including the banner costs nothing but may help to ease the suffering of a people in need. We hope that you will consider including one of these banners in your outgoing emails and we’d love to hear ideas you have about helping out.
Spam is in the eye of the beholder
How do you define spam messages? Are they unsolicited ads for “male enhancement,” car insurance and diet pills, not to mention a cornucopia of prescription drugs? Well, sure. And it’s estimated that up to 96% of all world-wide email traffic is comprised of spam–a problem that needs no enhancement. But with ISP’s becoming ever more vigilant, and better in many ways at detecting spam, many of the obvious offenders get sucked directly into the bulk folder. If you’re like me, you rarely look at them and don’t even know how many messages get sent to the spam holding pen on a daily basis; you just go there once in a while, take the briefest of glances and then blast them out into the void like an alien out an airlock.
So that’s it. Problem solved, right?
I wish. Whether from the unscrupulous selling of emails, to the hijacking of address books, etc., there are still many slices of spam slipping under the door to the inbox. Enough in fact that we’ve become quick on the draw when it comes to flagging messages. And it’s evident that users fatigued from dealing with an ever increasing volume of email have taken to flagging many legitimate messages merely because they seem spammy, are annoying or because they’re seeking vengeance against senders that abuse our patience. And therein lies the trouble. It’s helpful and necessary to identify true spam, but when a sender’s legitimate messages get flagged it hurts the brand, the delivery rate of the IP address (and anyone sharing that address) and may even cause loss of whitelisting.
Here at Sailthru we’re constantly advising our clients that spam is in the eye of the beholder. Just because you obtained a user email though sound practices doesn’t mean you can take that interest for granted. Behavioral studies are showing that people react to what’s happening on their computer screen the same way they do in life. Which is to say, if you wouldn’t do it out there, don’t do it in here. Would you leave five voice mails with a friend during the day just to say “hi”? (note: if you said yes…you might need a hobby.) And which would be more annoying, the frequency of the calls, or the fact that they were devoid of content? Answer: it doesn’t matter.
If you want an engaged, responsive user base that looks forward to your messages and keeps you in the inbox, then be sure to follow these five C’s:
-be CONSIDERATE. There are real people, real busy people just like you receiving those emails who deserve to be treated like friends.
-be CONTENT driven. We all want real content–a reason to open and spend time with messages.
-be CONCISE. There’s no prize for longest or most busy email.
-be CREATIVE in design, branding and delivery. Think about, test and get feedback on the user experience to your messages.
-be CONSISTENT. More isn’t necessarily better, but if you’re weekly BE weekly, if you’re daily BE daily.
Because ultimately spam is whatever you say it is.
Interpreting the analytics from an A/B split
This isn’t the forum to develop a complete explication of comparing the analytics from an A/B split, but I do want to use an example to point out some of the weird and interesting results that can be teased out in an A/B test.
I’m sometimes called upon to come up with subject lines and copy for campaigns, a task I enjoy and at which fancy myself pretty darn good. But for one campaign we ran an A/B split test with the competing subject headings of, “Half-off for the Holidays” versus my “Everything half-off (even the partridge in the pear tree)”. I was pretty confident I had the winner, but in comparing the results we noted that while the open rate was higher for mine, the more bland heading held a slight, but definitive advantage in clicks. Worse yet, the more bland heading had clearly resulted in more conversions to sales.
So what had happened? There are many ways to interpret the data, but here are just a couple:
1.) People preferred the bland subject heading (I don’t believe it, but it is the simplest interpretation and we like to shave with Occam’s razor here at Sailthru.)
2.) People on that particular list are the type that like more simple subject lines (i.e. I didn’t know my audience. It’s quite possible, but given the hip nature of the company sending the email I still don’t believe it.)
3.) Perhaps the clever subject heading had gotten some responders who wouldn’t have otherwise to open the email. Ah! Now we’re on to something. (I’m not just saying this because it makes me sound better, I swear.)
Another way of phrasing this third interpretation is that those who clicked through and purchased were among the most engaged users of the site and were not heavily influenced by the cleverness of the subject line (or lack thereof). If that’s so, then why had the simpler version resulted in more sales? That’s not clear, though it is possible that given the list size results were skewed by one or two heavy buyers.
However, since our goal for that particular email was conversion to sales my rationalizations couldn’t hold sway and we went with the more simple heading. But if our focus had been to build the size of our active list perhaps we would have run the other campaign; it had shown a small but decisive advantage in getting people to open the email. Of course none of this takes into account the monumental importance that relevant and interesting content have on behavior once the email has been opened. But that’s a topic for another posting. Just remember, when running an A/B test take a close look at your analytics, they may reveal some interesting and unexpected behavior. Even if it’s your own.
For detailed instructions on how to perform an A/B split visit: http://docs.sailthru.com/ab_split
How to use a/b testing effectively
Hello to all.
It’s been a while since we posted, but among other things, we’ve resolved to post more frequently in this new decade. And to kick off this new effort we’re going to address a subject much discussed in the email world: A/B split testing.
First a definition of terms: in it’s basic form an A/B split test is the competing of two versions of an email within a given campaign, each on a small percentage of a list. Having monitored responses to each, the more effective of the two test emails is then sent to the remainder of the list. It is important to remember that the two competing versions are run on exclusive segments of the list, that is, test recipients receive either version [A] or version [B], but not both. The purpose and great power of an A/B split test lies in the ability to determine how your users are likely to respond to an email before having sent it to the vast majority of them. Of course, coming up with two versions of a single campaign also puts to the test your basic assumptions about who your users are and how they will respond to a given message, thus making it a teaching tool as well.
Our system has a default setting of 10% for each of the A/B segments, which means that 80% of the list is withheld. So, under the default settings, the winning email can be sent to 90% (10% test + 80% final) of the list (unless the final version of the email is a hybridized third version… So many options!). You can specify any number of recipients for your tests, just remember that you want it to be a large enough proportion for the test to be meaningful, and a small enough proportion that the vast majority of the list receive the most effective version of your email.
A 50:50 A/B test is not really an A/B test
We sometimes get requests to run A/B tests on a different proportion of a given list. The system lets you choose any fraction of your list that you specify. But quite often we are requested to run a split of 50% and 50%. As I said before, the system will let you do this, but just know that to do so defeats a central purpose of the A/B test. After-all, once you’ve run your test on 100% of the list it’s too late to use any of the knowledge gained! And even if you were to send the same email a second time you’d be in new conditions and sending to users who, at least half of which, had received the ad already.
For detailed instructions on how to perform an A/B split visit: http://docs.sailthru.com/ab_split
What we’d like to see twitter do
Why does twitter not brand it’s Welcome or follow emails?
So far twitter has avoided the advertising route, but why not do something like the below? At the bare minimum we’d like them to brand their emails and provide some thing more than just an alert. In this example we’ve included some links to other people my new follower follows.
Twitter follow example email
@twitter We’d love to help send your email! Call us.
Welcome emails – your first hand shake with your new user
You don’t get a second chance to make a first impression.
So why send a poorly formatted welcome email. If you don’t engage the user now at this touchpoint where they are expecting your email, how do you expect to engage them when you send your marketing message.
The two biggest problems with welcome emails:
- Not engaging
- Doesn’t make it to the inbox
Both result with your new signup not coming back!
Imagine the following scenario, Joe Bloggs signs up at your website, he lands on the page after sign up and gets a call from his boss, he picks up the phone and starts talking, after he’s done he goes back to the site and realizes he has no time to look at it but takes another peek. Fast forward 4 hours to the end of the day…
Joe Bloggs looks at his email and he sees the welcome email from yoursite.com, he opens it and it’s a simple blah blah non branded email – he deletes it and goes home. If we take this further, next week he gets a marketing message from you that is all nice and pretty, but he’s already thinking not sure why I bothered so ignores it.
What if the welcome email had grabbed his attention again, got him back to the site at the end of the day? Or just given him some branding so that when he next got a marketing email he’d recognize your brand and actually give it a read?
Finally, consider ecommerce, your welcome to checkout conversion rate can be increased dramatically with great welcome emails. If you are still reading this – STOP – and go edit your welcome emails!
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