Beruflich Dokumente
Kultur Dokumente
Team
Technology for Marketing &
Advertising
Challenge
1) For TFM 2009 the team were keen to improve recipient engagement
by conditionalising their emails so that they focused on an aspect of
the show matching recipient’s areas of interest.
1) Test results showed that the TFM audience were more receptive to
an email that covered all aspects of the event rather then an email
that focused on only an area that they had previously expressed
interest in.
2) Test results showed that the TFM audience put greater trust in the
TFM brand name then they did that of a keynote speaker.
Conditional content:
Conditional Content
FSE Background 2
Challenge 6
Solution 7-
8
Success Criteria
The Challenges
The main challenges facing both the TFM and ADG team
were to find a way to;
The Solution
A sampling error is the error caused by observing a sample instead of the whole population;
e.g. it may transpire that because our non personalised email was sent to a random sample
that all these randomly selected people were women. Women may typically not open up
emails as often as men and so we need to factor in an error to account for that possibility.
Results
We carried out 3 conditional content tests with the TFM
team over the course of their 2009 driver campaign and 1
conditional from name test.
a. Digital Marketing
b. Advertising
c. CRM
d. Data
e. Marketing
90% of those records who fell into the above segments were
sent an email in which the:
1) Opening Paragraph
2) Leading suppliers
3) Industry News
20.0%
15.0%
10.0%
5.0%
0.0%
Bounced Open Rate Click Open Unsub Open Spam Open
Rate Rate Rate Rate
M ulti C rea tiv e C ontent Non M ulti C rea tiv e C ontent
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
B ounced Rate Open Rate Click Open Rate Unsub Open Rate
a. Online Advertising
b. CRM
c. Data
d. Web
e. Digital
Page 10
Newsletter Model
Top Tip
Estimated Difference 0.51
Actual Difference 0.60
Significant YES
In driver 3 the TFM team decided they would also like to test
Conditional “From Name”. In the email they were sending to
the CRM segment they obtained permission to use the
Keynote speakers name in the emails “From Name”.
Top Tip
Estimated Difference 2.78
Actual Difference 0.40
Significant NO
The differences in the Open and Click Open Rates were not
pronounced enough for us to deduce with any confidence
that the use of the keynote speakers name had any impact
upon campaign metrics. However the difference in Unsub
Open Rates of 1.8% was statistically significant and as such
we can say that using the keynote speakers name as the
From Name did result in more unsubscribes than using the
TFM brand name.
Conclusion
Conclusion
If you decide to do all this using the new newsletter model you
wont have to maintain the integrity of your lists any further as
Top Tip
the system will take care of any new additions/losers. Contact