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Email Test Case Study

Email Test Case Study. Email Test Scenario. Chase Bank’s email acquisition program with AOL was delivering CPAs consistently well above target. We structured a testing program to immediately introduce new email creative designs, measure response, and optimize email designs accordingly.

vladimir-davenport
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Email Test Case Study

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  1. Email Test Case Study

  2. Email Test Scenario • Chase Bank’s email acquisition program with AOL was delivering CPAs consistently well above target. • We structured a testing program to immediately introduce new email creative designs, measure response, and optimize email designs accordingly. • The program, thus far, has included 3 individual, sequential tests: • #1 - An all-new email creative execution • #2 - A single variable email iteration • #3 - Subject line testing • Testing was scheduled for May – July, 2007, so learnings could be leveraged in the peak back-to-school & holiday seasons.

  3. Email Test Structure #1 • These 3 email versions ran head-to-head Control Email All New Creative Single Variable Test

  4. Email Test Success #1 • Both the all-new creative & the single variable iteration decreased CPA. Control Email All New Creative Single Variable Test • 12% decrease in CPA • 12% decrease in CPA

  5. Email Test Success #1 • CPAs from both test emails were equally improved, indicating that the new email design is strong, and repositioning the calls-to-action does not adversely affect response. All New Creative Single Variable Test • 12% decrease in CPA • 12% decrease in CPA

  6. Email Test Structure #2 • Next, a multi-variable test with 2 additional CTA buttons was developed. • The new control and the test version ran head-to-head in June. New Control Email Single Variable Test

  7. Email Test Success #2 • This simple multi-variable test drove an incremental 6% decrease in CPA. New Control Email Single Variable Test • 6% decrease in CPA

  8. Email Test Success #3 • Then we tested subject lines head-to-head for each email version: • Subject Line 1: “Special Offer for AOL Members” • Subject Line2 : “Special Rewards for AOL Members” • Subject Line 1, with a single word difference from Subject Line 2, delivered a 15% lower CPA. Decreased CPA by 15% “Special Offer for AOL Members”

  9. Email Test Insights & Actions • The all-new email design drove double-digit decreases in CPA. • Iterations of the all-new design, with repositioned calls-to-action, performed as well as the all-new design in reducing CPA. • Subtle changes to the new control, with additional calls-to-action, decreased CPA still further. • And a single-word difference in subject lines drove additional performance gains. • Continual testing – of both all-new designs as well as small changes to existing designs – is an extremely efficient and highly effective way to significantly improve campaign performance.

  10. Contact Tangible Impact Tangible Impact, Inc. beth@tangibleimpact.com Office: 614.792.3392 Mobile: 614.296.4327

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