Page 95 - GMN Digital Group Book

MARKETING
EMAIL MARKETING

Acquire Names
Set size of sample
and split in half
By targeting a large number of potential customers via email,
we will be able to convert a portion of them into actual
customers. This is achieved through careful timing, design
and phrasing of the message.
How It Works?
Send Email

Approach A Approach B It works on the basis of sending a product offer to a large
Weekday Mailing Weekend Mailing group of consumers in the knowledge that at least some will
See response See response take up the offer and become customers. Direct mail relies
from email hit from email hit
on Monday on Saturday on lists of names and addresses, which could be a company’s
existing clients or a list bought from a specialist agency.
Almost any business, from a small company to a corporation,
may use direct mail to reach and sell to their identified
Group A Group B clientele.
Responds with 2 clicks Responds with 20 clicks
on the company’s on the company’s A/B testing
website website
A/B testing compares the effectiveness of two versions
of a marketing email or direct mail copy. The two versions
are sent to different groups of potential customers and the
response to each is measured and the winning response is
then adopted for the next campaign.

Data Analysis
Result comparison shows
that Saturday time slot is
more effective

Campaign B
Send emails to remainder
of the group on Saturday

Evaluate Effectiveness
Full email blast reveals that
approach B yields the
best response

GMN DIGITAL GROUP 93