Listrak’s Sophisticated A/B Split Testing Functionality

Monday, March 23, 2015 Listrak 0 Comments

Email remains the highest performing channel, returning $44.25 for every dollar spent, on average. But retailers can expect even high returns if campaigns are optimized for performance.
Listrak’s A/B Split Testing feature is designed to do just that.  With Listrak, winning tests can be determined by click to open rates, conversion rates or even revenue per email, not just open or click through rates. This level of control gives you the information you need to truly impact future campaigns. You’ll simply make more money with every email you send.

Features and Functionality:

  • Easily test date, time, subject line, from name or email address, or message content 
  • Test up to 10 different versions in a single test
  • Multivariate testing capabilities
  • Use sliders to select test group
  • Automatically send winning version at a pre-determined time
  • Determine winning campaigns by open, read or click rate, click to open rate, conversion rate or even revenue per email
  • Awesome dashboard reporting
You can even test responsive design!
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Setting up campaigns is simple and only takes a few minutes. Just select the type of test you wish to perform from the drop down menu and then enter the criteria. In the example below, we’re testing if messages have higher conversion rates at 11:00 am or 4:00 pm on Sunday.
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Design the message in Listrak’s editor as you normally would, then use the sliders to determine what percentage of your list receives each version. If doing a standard A/B split test, 50% of your list would receive Version A and the remaining 50% would receive Version B. But you can also set up the test messages to go to a small percentage of your list – say 10% receives Version A and 10% receives Version B – with the remaining list automatically receiving the winning version when the test ends. You can choose how to determine the winner by selecting an option from the drop down menu, including open, read or click rate, click to open rate, conversion rate or revenue per email.
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You can also set the duration of your test and any special filters you wish to apply:
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That’s it! It really is that easy. You can view tests that are currently running or are scheduled to run:
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Our metrics dashboard lets you easily analyze the results and includes icons to identify if the losing version out-performed the winning version in any area. In the example below, the winner was determined by the open rate, but you can see that different versions had higher click to open rates and revenue per email.
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For more information, ideas and best practices, watch our webinar on demand “Campaign Optimization: A/B Split Testing to Drive Even Greater Results” and read our article “Details Matter: Email A/B Split Testing Ideas and Mistakes to Avoid”.

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Email Benchmarks and Trends

Wednesday, March 18, 2015 Listrak 0 Comments

Megan Ouellet


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Email remains the highest performing channel, returning $44.25 for every dollar spent on average. But retailers send out a variety of triggered and broadcast campaigns – from welcome to winback and everything in between – and the performance of each campaign varies greatly.
Download this research report to learn the average email campaign metrics for 2014 as well as new trends for 2015 that will help you get the most out of your email campaigns. This whitepaper will help you discover where your campaigns excel and where there are opportunities for improvement.

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International Military Antiques Sees Product Recommendations Success

Monday, March 16, 2015 Listrak 0 Comments

Daniela Forte of Multichannel Merchant recently chatted with client Alex Cranmer about his success with online product recommendations: 
March 16, 2015
International Military Antiques, a military collectables company, saw a 47.8% increase in revenue when it ramped up product recommendations on its website.
The company worked with Listrak to implement its product recommendation engine. Its onsite recommendations generated 22% of ecommerce revenue and produced year-over-year increases in 2014. In addition, the average order value on the website saw an increase of 18.5% and transactions rose 19.6% in 2014.
There was also 1% increase in conversion rates on the site, a 2% increase in conversions on the product page and a 17% increase in conversions on the shopping cart pages.
Alex Cranmer, vice president of International Military Antiques, said that installing the product recommendation engine on the website was an incredible time saver. “On site, each time we wanted to show items we wanted to show, we had to manually input that information, we don’t have to do that anymore at all,” Cranmer said.
Cranmer said the company plans to offer a free shipping promotion for items over $100, and embed within the recommendation engine a threshold shipping calculator. “It will show items that are all above a certain amount that is also related,” he said.
For email campaigns, Cranmer said the company was able to implement product recommendations in abandoned cart and thank-you campaigns.
“We show them products that are related or inspired by what they already purchased,” he said. “All of those things we were doing manually now run themselves.”
Cranmer said he used to manually input 20 product images into the International Military Antiques newsletter, taking him hours to complete. Now he just needs to list the SKUS he wants to include and it populates itself.
“For an ecommerce experience, product recommendations are mandatory at this point,” Cranmer said. “If you are not doing it, you are just losing money.”
Cranmer said product recommendations are important for International Military Antiques because it isn’t a typical retailer like a home goods and kitchen appliances company.
“A customer may come for a World War II helmet and see a World War I aviator wing set,” said Cranmer.  “For us it’s (product recommendations) are very important because many of our items are of interest to our customers even though they are not necessarily in the same category.”
In 2014, the company processed 40,000 orders, and added about 50 products a week. Without a recommendation engine in emails, they wouldn’t be able to get it done.

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Surprising Email Split-Test Results

Friday, March 13, 2015 Listrak 0 Comments



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Megan Ouellet
Split testing email campaigns has been around almost as long as email itself. But trends are changing, and what used to work well might not necessarily work the best now. More importantly, with Listrak, you aren’t limited to basing test results on just open and click-through rates. Now you can measure results using the most important metrics - conversion rate and revenue per email.
Watch our webinar on demand to learn best practices and find out how you can build strong tests that provide accurate results you can use to inform future campaigns. The webinar included several real tests and we polled the audience to see if they could identify the winning versions. There were some surprises - including the best time and day to send - proving how important it is to always test your campaigns!
During the webinar, we showed a subject line test where one version used “FREE” - and the audience asked lots of great questions about spam filters at that point. Our Chief Privacy Officer recently posted an article that addresses this: http://www.listrak.com/privacy-and-terms/tips-for-reaching-the-inbox.aspx.
Retail email trends are changing. If you have any questions, let us know!

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Weekend Sends: Email Works - Even When You’re Not

Thursday, March 12, 2015 Listrak 0 Comments

Listrak Marketing Research Manager Donna Fulmer recently shared the following on the Internet Retailer blog:                                                                  
Why give your email program the weekend off? A recent study shows consumers open emails slightly more often on Saturday and Sunday than on weekdays.
A curious thing we frequently see with retail marketers – despite the fact they’re making significant revenue with marketing emails Monday through Friday – is that they fail to send on Saturday and Sunday. When asked why, they typically give one (or both) of the following reasons: Their subscribers aren’t reading email over the weekend or they don’t work on weekends and don’t have time to create and deploy these extra messages during the week.
Truth be told, neither of these reasons turns out to be a good excuse for not leveraging the revenue-generating power of email on Saturdays and Sundays. Before we address the two common excuses, though, let’s start with what the competition’s doing while you’re taking a break from sending emails.
We recently took a look at how many marketing messages a handful of leading fashion retailers sent and when from January 1 through the end of February. The list included American Eagle, Forever 21, Gap, H&M, J.Crew and Victoria’s Secret—the same brands your customers are likely seeing at the mall as they shop over the weekend.
What we found is that in the 59-day time period, on average, each of the retailers sent 62.5 emails. Further, while they sent fairly consistently throughout the workweek (Monday and Thursday were slightly more popular) and they sometimes sent more than once a day, these retailers also sent consistently throughout the weekend, as well.
In fact, over the nine Saturdays in our two-month period, the retailers sent an average of 7.8 times each (Victoria’s Secret sent the most at 13) and of the eight Sundays, an average of 7.3 times each (Forever 21 sent the most at 11). With the exception of H&M, every retailer sent most Saturdays and Sundays—some even multiple times on the same day.
So retailers are sending, but are subscribers reading and buying?
According to our data from retailers across an array of verticals who are sending on the weekend, you bet. We found that both the average open rate and average visit to conversion rate of weekend days are actually a fraction of a percent higher than the average weekday numbers. And, the average revenue per marketing email sent on weekend days was a fraction of a cent higher than those sent on weekdays, as well.  
So how do you find time to create two additional marketing emails each week and schedule them to deploy while you’re enjoying some well-deserved R&R? The beauty of recurring, automated emails is that you can create and schedule them once, then continue to send them every weekend, serving up fresh, dynamically created personalized products for as long as you’d like without spending an additional moment. What’s more, you can develop engaging ways to merchandise only full-price items—such as Social Saturday and Top Sellers Sunday—to optimize margins on your weekend email revenue, giving you one more reason to TGIF.

Listrak provides e-mail services to 61 of the Top 1000 online retailers in North America, according to Top500Guide.com.

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When and how much are top fashion brands sending?

Wednesday, March 04, 2015 Listrak 0 Comments

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