#14 Split Testing so Far

I have already had experience in split testing with direct email campaigns from my brief time as a campaign manager at Bank of America Corporation, however the lists were much larger back then and were purchased, so therefore far more receptive to marketing emails and data was easier to analyse and draw conclusions from due to larger samples.

The reality is, for many SME's that their database of contacts is one that has been built upon leads from trade shows, along with business cards from networking events. Thus being less receptive to marketing emails, smaller samples and harder data to analyse.

The first problem I encountered when executing direct email campaigns at my current SME was the open rate. Although the bounces were few, the open rate was still poor. I did some research into this and decided to test subject lines. I found that by including the company name in the subject line, the open rate increased significantly over an email without the company name in the subject line. So a great start there!

The next problem I faced was that of click throughs. Initially I assumed this was to do with the amount of images in the email itself, as in my previous role the image to text ratio significantly affected the success of the email. So I then tested this, one email made up of mostly text against one of mostly images. No success to be had, the results proved inconclusive. So what now?

My next thought was that the fact that it was a sales email was putting recipients off. However my answer to this came when we distributed our first eBook, even though we made it very clear that this was free and involved no effort on their part, the click through was not as expected.

After researching this problem, I found a couple of suggestions that might help. One was to include as many links as possible in the email, however on review of this I decided that would only confuse a reader and spoil the aesthetic of the email itself. My next idea, and one which I am eager to test next was using a teaser email, so including half a paragraph, with some dotted lines and a 'read more' hyperlink included. The reason I am eager to test this is that when testing a similar concept at BoA, it was a resounding failure, so therefore it would be interesting to see the results for an SME in a different industry.

What is clear though is that I am getting closer to establishing the perfect formula for direct email campaigns for SME's! Which of course is great news!

Look out for further updates on my results in future blog entries.

#13 The Marketing Challenge

This year I have set myself a challenge to try and transform the organisation I work for. A hard task you may say, but I'm not one to shy away from these things.

Basically I need to facilitate the move of the organisation away from that of a direct sales organisation, trying to force our products down prospects necks, to that of the friendly expert organisation. The trusted friend that is a font of information and experience, and when the time is right, you will ask it for the help you need.

Well, that's the plan anyway!

Being 22 and with my whole career ahead of me, this mammoth task is going to make me look like the mutts nuts of marketing in any interview I come up against.

The almost genius marketing strategy that I have put in place is as follows:

• Improve the website, there is a confusion of what the company actually does and what it can provide
• Improve the usabililty of the site by including video content
  
• Provide useful and appropriate information through eBooks and blog entries that is specifically of use to prospective customers
• Create an opportunity for anyone to test our knowledge at any time
• Create a members area where richer and more useful content is shared with all those willing to sacrifice their details in order to see it
• Showcase the services and how they add value to clients we already work with
• Employ a CRM programme to increase current clients usage of our services, thus increasing revenue
  

Of course when starting from scratch, this task looks particularly large, but if I successfully complete this, then the chances are this will be both beneficial to the organisation and my career as a marketer.

Alongside these tasks, I will also be taking part in these activities:

• Split testing on direct email campaigns to attempt to work out the perfect formula for the company in terms of both subject line (for opens) and copy (for click throughs)
• Cleansing the database
• Developing a clear contact strategy from approaching prospects to make initial contact, to attempting to convert them by sending an offer
• Writing eBooks
• Making copious amounts of tea
• Using CopyDoodles to increase response rates
  

So wish me luck, as 2010 will be a hell of a year for my career if I get this spot on! Of course any advice or ideas are always welcome, and of course any questions too!