Creating a kick-ass email marketing function in-house - Experimentation!
Welcome back to the KDV blog!
Last time we discussed how to build an internal process to maximise email automation for e-commerce.
Today, we're shifting focus to another key topic: in-house set up for experimentation in your email channel.
Many brands tell us they want to test new ideas on their email channel, but struggle to make these tests meaningful. It's usually not a lack of ideas; rather, it's the absence of a solid process to turn tests into learning. Remember, it's called "test and learn".
So, today, we're offering tips on setting up tests within your email function to help your team better understand your audience and communicate effectively.
The first rule of testing: Test one thing at a time!
You might want to test a subject line and a Call To Action (CTA) at once, but how will you know which one made the difference?
The second rule of experimentation is simple: log your experiments. Without this, you'll struggle to extract any meaningful insights.
Here's a basic process your team can follow to help ensure you get the most out of your test and learn workstream:
Set aside a dedicated space for logging experiments - a spreadsheet or a board in your task management software will work. Keep it separate from other projects.
Use the same format for all experiment logs:
What are you testing: e.g., A new CTA button colour
Expected result: A higher Click Through rate
What constitutes a conclusive result: Less than 3% difference in click rate
Estimated duration of the test: 10 days
Next step: Implement the winning CTA button in the post-purchase flow
Some might think this level of logging isn't needed to run experiments. However, thorough experiment logs offer valuable insights, particularly for new team members. Remember, historical learnings help build successful strategies for the future and prevent repeating past mistakes.
Happy experimenting, and here's to your brand's growth!
And if you need any further expert advice on your email marketing process, feel free to contact us! We’d love to help 😊