Emails offer marketers a cost-effective way to test, test, test. By segmenting your audience and varying content such as imagery, message, and subject line, then analyzing results for each version, you can easily determine which approach works best for each demographic.
Below are some recent email campaigns that I developed and produced.
Optum Bank HSA 2013 Year End Campaign
Campaign Objectives:
- Encourage heath savings account holders to make a deposit
into their HSA before year’s end - Remind eligible health plan members who have not yet opened
a health savings account to do so before year’s end
This campaign consisted of two waves around the theme of making a deposit (“Fill ‘er up” and “Top ‘er off”). Multivariate tests included:
- Results (number of deposits, average deposit amount, total deposit dollars, new accounts opened)
by consumer profile. (Population was segmented into one of four profiles, each of which received targeted imagery and messaging. Two of the four consumer profiles, “Traditionalists” and “Stretched Singles,” appear below.) - Results for profiled vs. unprofiled consumers
- Results for consumers who received both waves vs. one wave only vs. no emails
- Results compared to winning creative from last campaign
- Results by brand
- Results by subject line
Optum Bank Winter 2014 Campaign
Campaign objective: Motivate account holders to make an HSA deposit before April 15
The test parameters were similar to those for the year-end campaign, except that there were three waves, which added a layer of complexity to the test plan (results for consumers who received no emails vs. those who received one, two, or three emails). Two versions appear below.
andrea cooper marketing 