Real-time image optimization allows the marketer to create different versions of a single email, with each version incorporating different elements such as photos, promotions, calls to action, banners, prices, etc. When the email has been sent, recipients are shown another combination of images. The email is then optimized for remaining subscribers based on the winning combination shown to previous recipients. The system learns in real time which image-based content leads to the highest conversion rate. This Silverpop Webinar features Pieter Wuyts with 8Seconds discussing different types of testing, cases study examples and how real-time testing works.

1. Next Generation Email: Real-Time Content Testing and Optimization Pieter Wuyts, 8 Seconds

2. Speakers and Agenda Pieter Wuyts Account Director 8Seconds Loren McDonald VP, Industry Relations Silverpop Moderator Agenda Why test? What to test? How to test? Case study Lessons Learned Q & A

3. Lessons we’ve learned. Why test?

4. US: Attendee: 1-323-417-4600, access code 358-688-108

9. Stop guessing, start testing … To find out what your readers… Want to see in your emails… At that moment in time; And to solve specific problems a good email campaign = a campaignthat was betterthan the previousone

10. Lessons we’ve learned. What to test?

11. sender Timing frequency subject design offers copy buttons images

12. Testing design and images: most effective to increase ROI * Resultsfrom “Email Survey: Use of testing in email marketing”, byeROI

13. Lessons we’ve learned. How to test? A/B Split testing Multivariate testing

14. AB testing Email A 2000 recipients Email B 2000 recipients Email C 2000 recipients Email D 2000 recipients

16. Analyze reports…

17. Send best version to the remaining recipients

18. Lessons we’ve learned. AB testing: Disadvantages?

19. AB testing Time consuming

20. AB testing Difficulties interpreting reports Size of test batch?

21. AB testing Uncertainty about interpretation of results Which elements increased conversion: The header? The call to action? The image? A Highest CTR B Highest Open Rate C Most popular product

22. AB testing + Easy to set up + Easy accessible + All elements can be tested — Time consuming — Uncertainty about interpretation of results — Limited number of combinations

23. Lessons we’ve learned. How to test? A/B Split testing Multivariate testing

24. Multivariate testing & Optimization Multiple creatives are tested simultaneously Buttons, promotions, offers, calls to action Real time optimization, after the send Basedonclick through or conversion behaviour

25. How 8Seconds Email Optimizer works Time difference between sending the email and viewing the images 2. Download images 1. Receive email

26. How 8Seconds Email Optimizer works

27. How 8Seconds Email Optimizer works

28. Real time MVT&O + Dynamically adapting content after the send + Statistical significant + Multiple combinations possible 4 images, 3 options each  81 unique combinations - Limited to images - Need of 3rd party tool

29. Lessons we’ve learned. Case study

30. Case study Telecom operator  TELL A FRIEND Approx. 140,000 addresses Goal: Convince a friend Which present will maximize the effectiveness of the campaign?

31. Prize testing + 51 % Unique views to determine winner 70,825 Remaining viewers only saw winning prize

32. 6% 5% 4% 3% 2% 1% 0% Click-throughrate 78.025 unique views 6258 unique views

33. Lessons we’ve learned. Lessons we’ve learned

34. Don’t make me think + 23 % + 58%

35. Colors matter + 23 % + 30 %

36. Show them products + 58 %

37. Tell them what they will get + 230 % Visitour website Click here to see the online demo + 72 % + 44 %

38. Tell them what they will get,but don’t be too pushy

39. Tell them what they will get,but don’t be too pushy Click and save online Leaf through brochure + 301 % 35% OFF Enter the Sale Now! View the exclusivecollectionforsalenow + 72 %

40. Personal touch + 830 % + 202 %

41. And sometimes we don't know why +27 %

42. (Already now 70% Off) + 118 % + 90 %

43. Lessons we’ve learned. So… What is a good email campaign? You don’t know, so, start testing

44. Resources / Contact Information

45. Resources Resource Center White papers Webinars Blogs Case studies Newsletters http://www.silverpop.com/marketing-resources/index.html Many presentations on SlideShare www.slideshare.net/Silverpop

46. Next Webinar Date May 20 2 pm ET/11 am PT Topic: The 7 Secrets to Recovering Abandoned Shopping Carts Charles Nicholls, SeeWhy

47. Contact Information / Q & A Pieter Wuyts pieter@8seconds.net www.8seconds.net mobile: +32 479 98 95 19 Loren McDonald lmcdonald@silverpop.com Twitter: @LorenMcDonald Twitter: @silverpop

48. Thank You!On Twitter: @Silverpopwww.slideshare.net/silverpopwww.silverpop.com