Once a week, we’ll be sharing a recent campaign that stood out to the Movable Ink team as a creative use of our Agile Email Marketing technology.
This week, I sat down with Customer Success Manager Andre Prevot to discuss a stand-out campaign from American Eagle Outfitters.
Brooke Burdge, Marketing Manager: What was the main goal of this campaign?
Andre Prevot, Customer Success: The goal was to use Movable Ink’s Creative Optimizer app in order to test user engagement and response to two very different presentations of a promotion in real-time, and to optimize the campaign on the fly based on which one was receiving the most clicks.
BB: How did this campaign differ from others you’ve seen that make use of Movable Ink’s Creative Optimizer app?
AP: With the Creative Optimizer app, we are able to see mid-send how an A/B split test is performing, and change to the better-performing creative after the email has already been sent and is sitting in a user’s inboxes.
Typically, marketers swap a single image for another. However with this campaign, each presentation of the promotion consisted of several image slices and had two different click-through destinations. Furthermore, the white and yellow variations were drastically different, which is the basis for a compelling test.
BB: Can you share more details about the campaign, including any results?
AP: The campaign was launched on a Sunday in the late afternoon, and by early Monday morning, we could see that the white variation was drastically outperforming the yellow one. After seeing the test results, we were able to push the white creative to replace the yellow in real-time. This meant that even though the email was already sent out, anyone who opened it going forward would only see the white creative.
Changing the creative resulted in a 101% lift in click-through rate, at a 100% confidence level.
BB: What’s the biggest takeaway from this Agile Email Marketing campaign?
AP: The key takeaway here is that when you test creatives that are drastically different — that’s when you’re able to achieve the most substantial lifts in click-through rates. This was an elaborate test design, but was certainly worth it.
BB: Thanks, Andre!
To learn more about how to maximize your click-through rates and campaign performance, give us a shout at email@example.com.