Kirkland's E-mail Marketing
Messaging That Pays
- Email Marketing
- A/B Testing
30% increase in revenue. Who says e-mails don’t work?
After two years of seeing flat revenue performance from their e-mail marketing program, Kirkland’s decided to bring us into the picture. Using thorough, highly scientific A/B testing, we uncovered what wasn’t working and discovered new ways to drive up performance. Yes, our methods took a bit more work, but the difference they created was immediate (not to mention lucrative).
Objective A/B Testing
Our A/B testing allowed customer behavior to guide decision making. The Playbook listed all possible testing scenarios and tracked their results, including Best Practices. As e-mail “plays” were sent through a five-week cycle of testing, those that didn’t score high enough were marked off the list and those that did moved on to the next set of test scenarios.
A Centralized Project Management System
We knew that all decision makers had to be constantly informed and strategically aligned as we developed our e-mail strategy. Besides being more efficient, this would allow us to quickly respond to shifting conditions and/or unexpected insights that emerged from the process. Enter The Compass — a living document for each individual email that went out. It kept the team focused on objectives and drove the right conversations about how we could best reach those objectives. Client collaboration was especially key as we determined things like message hierarchy, product information and test elements.
Testing the look
Marrying art and science, we created layouts for an “A” and “B” version of every e-mail before sending it through our rigorous testing. We then combed through the findings for insights on making even our designs work harder.
Each and every e-mail was scored using objective data, and the results were communicated to the team at large. Since data is king in A/B testing, this scorecard was especially critical to the success of the program.
The numbers say it all.
After two flat years of revenue growth, we produced a 30% jump in revenue, Not bad, if we do say so ourselves.