MDR Launches Education Market’s First Automated,
In-Campaign Testing for Email
New Test and Roll tool determines most responsive creative messages and optimizes ROI on email campaigns.
October 27, 2010 – MDR announced today the addition of the education market’s only automated, in-campaign A/B split-cell testing to its leading suite of e-marketing services. The new Test and Roll feature provides MDR email customers a mid-campaign A/B testing tool to test the effectiveness of different creative options within an email message. The easy and intuitive testing process can be used with MDR’s e-marketing products: E@quire, DM-Optimizer, and Educators at Home E@quire. The no-charge service is available to MDR email subscription customers for email products covered by their agreement.
“We have worked with many of our customers to help perform manual split list tests since we first introduced our email services in 2000,” said Chuck Romans, Vice President of Product Development for MDR. “With our new automated Test and Roll feature, customers can now easily determine which version of a headline, offer, layout, or other message element generates a better response from a test cell before rolling out their full campaign. Since the streamlined testing process is mid-campaign, Test and Roll users can take what they learn from the test and use it to improve conversions for that very campaign.”
Effortless In-Campaign A/B Testing for Busy Marketers
Subscription customers planning a new email deployment can request the Test and Roll feature when initiating a campaign. With the easy-to-use tools, there is just one campaign to manage and only a single list order to finalize and approve. Within 24 hours after the test messages deploy, the Campaign Analyzer report is available with side-by-side results, making the test results straightforward and fast to review. The customer may choose one of the two creative treatments tested and roll it out to the remainder of the list. Or another test can be set up if the open and click rates are not satisfactory with either test cell.
Best Practices in Direct Marketing
A/B testing is a well-established direct marketing best practice used to establish which creative will yield the highest response rate. By testing a subset of the complete target audience up front, Test and Roll uncovers which creative is the strongest performer before the full campaign is deployed so that the winning creative can be used for the remainder of the campaign for increased ROI. A 2008 Jupiter Research survey found that email marketers who did regular testing saw up to a 25% improvement in response rates. Customers who use MDR’s Test and Roll feature will maximize their e-marketing dollars with each campaign deployed.
Learn More in MDR’s Free E-Marketing Webinar
In a free customer webinar on October 28, Chris Ziemnicki, MDR’s email product leader, was joined by an expert in email testing and a customer who recently saw improved results from Test and Roll. This webinar offered tips on how to test effectively and improve email campaign results, with real-life examples of how other marketers have used testing in their emarketing campaigns. To replay this webinar or download the presentation, click here.
To learn more about how MDR’s Test and Roll in-campaign A/B testing can improve the results of your email campaigns, call your MDR Representative at 800-333-8802.
