Today I launched our company’s Marketing Experiment Laboratory. Though I’ve been testing, experimenting, and tracking results from the day I arrived, a little bit of structure and polish on the presentation side of our experimentation will go a long way.
With myself facilitating the majority of the experimentation, I will mainly bring my marketing associate into the lab with me, but also various managerial and executive stakeholders to ensure (at least an understanding of) the scientific marketing culture continues to grow company-wide.
No, we’re not talking about a physical laboratory or work space. We’re talking about using the Web as a living laboratory and simply setting up a bit more structure in the approach to and reporting of the testing in which we’ve already been engaged.
Inspired by the mode of presentation at the Marketing Sherpa Email Summit 2013, I primarily want to begin putting the data conclusions from various reports into a simple, presentable archiving format. Plus, let’s be honest, talking about marketing in the context of a “laboratory” is fun.
Experiment ID: Valentine’s Day Subject Line
Location: Evolutions Marketing Experiment Laboratory (EMEL)
Test Protocol Number: TP0001
Background: A Southern California fashion company specializing in handcrafted footwear and accessories.
Goal: To increase promotional email open rate.
Primary Research Question: Which style of email subject line will generate the highest open rate?
Approach: A/B split test.
Control: Flowers die. Love of shoes is forever.
Test: Flowers die…
Conversion Rate (%)
Conclusion: By piquing the customer’s curiosity, the Test was able to outperform the Control by increasing the open rate by 22.093%. The purpose of a subject line is to convert attention into interest. In this case, it’s clear the Test accomplished as much. We suspect the Control gave away the promotional intent of the email and allowed more recipients to make their decision to disengage before opening the email.