Daily Archives: February 21, 2011

Email A/B Split Test Experiment | Email Marketing Strategy | Armonk NY Homes

Albert EinsteinNo amount of experimentation can ever prove me right; a single experiment can prove me wrong.
– Albert Einstein (1879-1955)

If you’ve been following my Marketing Over Coffee (MoC) blog series, you know that we’ve been running a little experiment here at the Factory.  My first blog post introduced the experiment, which involved testing two MoC email templates against each other.  The first template was very text-heavy and light on design.  The second, which Blue Sky Factory designed, involved more HTML design, followed industry best practices, and was more polished and professional looking.

My second blog post revealed these two creatives and compared them against each other.  I explained how, by all email best practices, the second template was “better” than the first.  I then went on to outline how the A/B split test would work.

Marketing Over Coffee previous template  

Previously Used Template

Marketing Over Coffee new template  

New Template

Let The Testing Begin!

The A/B split test was launched on September 22nd to 40% of the MoC email list.  20% of their list received the old template, while the other 20% received the new template.  Subject line, From Name, email content and date/time of send were all completely identical so that the only factor we were testing was the actual template design.  We allowed the A/B test to run for a sufficient amount of time, then gathered the email metrics to determine the winning email that would be sent to the remaining 60% of the list.

After letting the A/B test run for two hours, the new template had a slight edge on the old template.  The old template had received an open rate of 9.8% and a click-through rate of 0.9%.  The new template, however, had received an open rate of 11.6% and a click-through rate of 2.3%.  Satisfied with these results, we sent the “winning” new template to the remainder of the list.

We continued to follow the results of the A/B test into the next day, and then something interesting happened…

It Turned Into A TIE!

Seriously, the results were almost identical.  The old template finished strong with a 25.7% open rate and a 4.2% click-through rate, whereas the new template received a 27.0% open rate and a 4.7% click-through rate.  The new template’s results were still slightly higher, but it certainly did not blow the old template out of the water.  In addition, the MoC team tracked downloads of an OPML file on their site.  MoC found that unique clicks from each email to the OPML file were almost identical from the two templates, while there were more repeat clicks to the file from the old template than the new template.

What We Learned

What a colossal waste of time, you may be thinking.  Not so! What we learned from this experiment was that industry best practices do not necessarily work for all audiences.  To learn what works for your email recipients, you must Test, Test, Test!  Not all audiences will respond to the same type of subject line, call-to-action, email design, landing page, etc.  Test different types with your own email recipients, and use what works best for your email campaigns.

So What Now?!?

With these inconclusive results in mind, what does Marketing Over Coffee plan to do moving forward?  After speaking with Chris Penn, one of the co-hosts of MoC, about the A/B test results, they plan on using a “hybrid” email template for future campaigns.  They will use the design and look of the new template, and apply that to the “barebones simplicity” of the old template.  This will help MoC to maintain the polished, professional look of the new template, while keeping the email template easy to use for the MoC team.

 

Intrigued by this experiment and want to conduct your own?  Click here to read how to get started with your own A/B test.  Ready to run a creative A/B test of your own?  Check out our creative portfolio to see what our team can do, and contact us if you’re ready to start experimenting!

Joanna Lawson-Matthew
Account Manager, Blue Sky Factory

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How to Run an Online Background Check for Free

By Sarah Jacobsson Purewal, PCWorld

I know what you’re thinking–but hear me out. Plenty of reasons for doing an online background check exist, and not all of them are sketchy.

 

  • In fact, everyone should do at least one online background check on–you guessed it–themselves. After all, if you can find out sensitive information about yourself with a little (free) online sleuthing, there’s no telling what employers, stalkers, and ex-girlfriends or -boyfriends will be able to uncover.

    So here’s how to do a thorough online background check without dropping any cash.

    If You Know Your Target’s Name

    If you know name of the person you’re looking for, the first places you should check are the usual venues–good old search engines and social networks. Google, Facebook, LinkedIn, and Twitter are all good stepping-stones for discovering valuable information about people.

    Use any information you know about this person, including places of work, types of work, schools they’ve attended, cities they’ve lived in, and the names of other people they know. You can also use site-specific searches if you’re looking for someone within a school or business. For example: site:pcworld.com “sarah jacobsson purewal” will give a list of search results found only in the PCWorld.com domain.

    Searching Your Social Networks

    Social networks are fantastic sources of information–and it’s all completely self-volunteered. This is why social networks are particularly handy for employers–because if it’s on your Facebook page, it’s not only information about you, it’s information you’ve chosen to share with the world.

    Facebook is indisputably the social networking standby–no surprise, as it boasts 500 million users. You can search for people by name and e-mail address, and modify the results by location, school, and workplace. If nothing shows up, they may have made their profile private and unsearchable.

    If that’s the case, you can do a site-specific Google search, and any public pages or groups they may have commented on will show up. For example, my personal Facebook profile is private and will not show up in Facebook search results, but if you type site:Facebook.com “Sarah Purewal” into Google, you’ll see that I have commented on PCWorld’s Facebook page. You can now see my profile picture, as Facebook doesn’t allow users to make this private, even if you still can’t search for me using Facebook’s search.

    Alternatively, you can use Openbook.org to search across Facebook’s public pages (including status updates) for any search string you want and find search results listed with names, profile links, and pictures–perfect for your background check.

    Other social networking sites, such as LinkedIn and Twitter, are also worth a look. LinkedIn usually reveals much less information about a user, because it’s primarily a work-oriented social network. However, it is an excellent place to verify user’s résumés and work histories (though, of course, a user can lie on his or her LinkedIn profile very easily).

    Twitter is a different type of social network. Unlike Facebook and LinkedIn, Twitter asks for very little identifying information from their users. Thus, you’ll often find people’s Twitter accounts via their Facebook or LinkedIn pages–not necessarily by searching Twitter. Twitter can still give you a wealth of information, though it’s more likely to give you an insight into their personality, interests, and style, rather than information you can use to find their address or phone number.

    Find the Basics: Phone Number and Address

    Okay, so you’ve Googled your target and discovered all of their sordid beer-bong photos on Facebook, but what you really want is to be able to contact them. How can you get their phone number and address?

    Look up phone numbers with ZabaSearch. (Click for full-size image.) ZabaSearch is a fairly accurate phone number lookup service. It offers a free way to look up people’s phone numbers (you can narrow it down by state), along with premium services for reverse phone number and social security number lookups. I say “fairly accurate” because while ZabaSearch’s database includes listed and unlisted numbers, it’s hit-or-miss when it comes to cell phone numbers–and who doesn’t have a cell phone these days?

    WhitePages.com also offers a free phone number lookup, and throws in an address to boot. WhitePages appears to update its database more frequently, as it found a recent address change of mine that ZabaSearch missed (within the last year). However, it does not list unlisted numbers. WhitePages also offers a premium, reverse phone number lookup, and will show you the location of the phone. Of course, this is simply the location of the phone’s origin, and is based on the phone’s area code–when I look up my phone number, for example, it says my phone is likely located in Conway, South Carolina. (This is incorrect, as my phone is currently located in California, but my phone’s area code is from South Carolina.)

    Criminal and Public Records

    Finding an address or phone number is child’s play. Only when you’re looking for criminal and public records do things start to get interesting. If you want to know if your hot coworker has ever been divorced, or if your neighbor might be running a drug ring out of her apartment, this is how you can find out.

    Full Story

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    Snow Forecast for Morning Commute – Bedford-Katonah, NY Patch

    A winter weather advisory is in effect for Westchester County  until 2 p.m. today.

    Today’s forecast calls for 1 to 3 inches of snow by the time many people wake up for their morning commute. An additional 2 to 4 inches is expected to land on the ground this morning into the early afternoon. Temperature are expected to reach a low of 26 and a high of 33.

    Be prepared for slippery roads and reduced visibility.