Direct marketing is a lot of science and only a little bit of art. Learn to play by the numbers and win.
Psst... Do you test?
Everyone says they test. Do you?
Sure, it takes extra time, which you say you don’t have. You stress, develop creative, throw it out to the millions, and start again, repeating the same old mistakes. That approach takes lots more time.
It’s tiring for you and your customer.
Everyone talks about testing, but few do it. It’s easy to throw a bunch of ideas against the wall, hoping one ad sticks, and call that testing:
Successful affiliate programs incorporate direct marketing principles that have been practiced for years. They require good headlines, copy, and creative. They focus on conversions. They live and breathe numbers, not opinions.
What you like doesn’t matter. What the customers like does. The numbers will tell you whether they like your offer or not, quickly. Especially if you test.
How to Conduct an Affiliate Email Testing Campaign
The basis of testing is using a control, A, against a test, B.
It’s important to understand basic factors of testing. We’ll focus on an affiliate email campaign to keep things specific (this practice can be applied to virtually any marketing medium, such as banners or pops):
Completing the Process: Create an A Email and
a B Email
Implementing an email campaign involves the next steps you are about to take. You simply create two versions of the email, differing only by the specific variables you mentioned.
To start your testing process:
Direct marketing is based on numbers. Numbers come from testing small and scaling out your offer.
Because affiliate advertising is so cheap, many marketers get sloppy. We throw stuff against the wall. Who cares what sticks, as long as something does? The customers -- the people you’re trying to market to -- care. Don’t treat them like a wall you’re constantly throwing ads against. They’ll get tired. They’ll tell you by their lack of response, as do your affiliates when your program doesn’t sell.
Select a few partners, pay to test your own creative, and work with affiliate partners based on results, not hope.
When it’s a game of numbers, you can win. When it’s a guessing game, you’ll lose. Branding is important, but revenue pays the bills.
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ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
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October 23, 2014
1:00pm ET/10:00am PT