{"id":1852,"date":"2013-08-13T13:39:04","date_gmt":"2013-08-13T13:39:04","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=1852"},"modified":"2013-08-13T13:39:04","modified_gmt":"2013-08-13T13:39:04","slug":"3-email-best-practices-que-deberias-reconsiderari-test-ab","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/3-email-best-practices-que-deberias-reconsiderari-test-ab\/","title":{"rendered":"3 Email Best Practices you should rethink(I): A\/B Testing"},"content":{"rendered":"

Today we offer you Dela Quist's ideas on some frequently used strategies in email marketing and we take the opportunity to clarify what we said in the previous article on deliverability<\/a>d. The CEO of Alchemy Worx<\/a>one of the UK's leading email marketing agencies, answers some common industry assertions and provides some very interesting insights in the webinar. \"Approach with caution: 3 email best practices to think twice about<\/a>\".
\n
\nDo A\/B testing before sending anything<\/b>
\nAccording to Dela Quist, A\/B testing as it is commonly used is a waste of time, unless you take into consideration the time needed to obtain results with perspective,<\/strong> which is never less than a week.
\nAny test that is carried out before one week after the end of shipment will be optimising openings, but not sales<\/strong>We can only see real conversion results one week after sending.
\nThe winning A\/B Testing option for open rate may not be the best for CTR and it definitely does not mean it is the best for conversion.<\/strong> To optimise our tests we must be clear about what we want to optimise: openings, clicks or conversion. It is common that campaigns with fewer openings generate a higher percentage of sales or conversion.
\nIt is more efficient to create a methodology on how to generate an issue, structure or design than to test each of them independently and constantly \"reinvent the wheel\".
\nQuist gives as an example the following situation: The highest number of opens happens in the first 36 hours of a mailing. However, those who open the email later buy more than those who open it immediately. Therefore, an A\/B test can give us an idea of which subject\/design\/structure\/copy works best and we will be optimising open rates or reactivity to the email, but if we take into account that the users who are more likely to make a purchase are those who open the email later, we will realise that we are not optimising sales.
\nIn this graph the yellow and green colours show opens and clicks over time, and the blue and violet lines show conversion.<\/p>\n

\"email-marketing-barcelona-testA-B\"<\/a><\/p>\n

Do you agree with Quist?\u00a0<\/span>\u00a0In the next article we will continue to discuss the issues he addresses in his webinar, in particular the obsession with optimising the open rate while ignoring the real numbers.<\/span><\/p>","protected":false},"excerpt":{"rendered":"

Hoy os ofrecemos las ideas de Dela Quist sobre algunas estrategias utilizadas frecuentemente en email marketing y aprovechamos para matizar lo que expon\u00edamos en el anterior art\u00edculo sobre entregabilidad. El CEO de Alchemy Worx,\u00a0una de las principales agencias especializadas en Email Marketing del Reino Unido, responde a algunas afirmaciones muy comunes en el sector y […]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[53,37],"tags":[56],"post_folder":[],"class_list":["post-1852","post","type-post","status-publish","format-standard","hentry","category-analisis-metricas","category-blog","tag-test-email-marketing"],"acf":[],"yoast_head":"\n3 Email Best Practices que deber\u00edas reconsiderar(I): Test A\/B - Digital Response<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.digitalresponse.es\/en\/3-email-best-practices-que-deberias-reconsiderari-test-ab\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 Email Best Practices que deber\u00edas reconsiderar(I): Test A\/B - Digital Response\" \/>\n<meta property=\"og:description\" content=\"Hoy os ofrecemos las ideas de Dela Quist sobre algunas estrategias utilizadas frecuentemente en email marketing y aprovechamos para matizar lo que expon\u00edamos en el anterior art\u00edculo sobre entregabilidad. El CEO de Alchemy Worx,\u00a0una de las principales agencias especializadas en Email Marketing del Reino Unido, responde a algunas afirmaciones muy comunes en el sector y […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/3-email-best-practices-que-deberias-reconsiderari-test-ab\/\" \/>\n<meta property=\"og:site_name\" content=\"Digital Response\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/digitalresponse\" \/>\n<meta property=\"article:published_time\" content=\"2013-08-13T13:39:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/08\/email-marketing-barcelona-testA-B1.png\" \/>\n<meta name=\"author\" content=\"Jordi Puig\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@dresponse\" \/>\n<meta name=\"twitter:site\" content=\"@dresponse\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jordi Puig\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.digitalresponse.es\/3-email-best-practices-que-deberias-reconsiderari-test-ab\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/3-email-best-practices-que-deberias-reconsiderari-test-ab\/\"},\"author\":{\"name\":\"Jordi Puig\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/c842b4b9fb8424de8ad957333085c3da\"},\"headline\":\"3 Email Best Practices que deber\u00edas reconsiderar(I): Test A\/B\",\"datePublished\":\"2013-08-13T13:39:04+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/3-email-best-practices-que-deberias-reconsiderari-test-ab\/\"},\"wordCount\":462,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/3-email-best-practices-que-deberias-reconsiderari-test-ab\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/08\/email-marketing-barcelona-testA-B1.png\",\"keywords\":[\"Test Email Marketing\"],\"articleSection\":[\"An\u00e1lisis y m\u00e9tricas\",\"Blog\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/3-email-best-practices-que-deberias-reconsiderari-test-ab\/\",\"url\":\"https:\/\/www.digitalresponse.es\/3-email-best-practices-que-deberias-reconsiderari-test-ab\/\",\"name\":\"3 Email Best Practices que deber\u00edas reconsiderar(I): Test A\/B - 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