Email marketing case: how UPC won an Emma award using multivariate testing


Contributor Pieter Wuyts from 8Seconds, who landed quite some new deals and partnerships since he wrote about getting more people to the landing page (a post that was really liked by many of you), has a new great example of improving your email campaigns, this time using multivariate testing.

Since his last post, Pieter’s Belgian company signed agreements with ReturnPath, Silverpop, RapidSugar and many more – I say this because Pieter admitted that posting here quite helped him so if there are candidates for good posts out there 😉

Anyway, one of the partners of 8Seconds is 22Times. This company works among others for UPC that won an Emma award using multivariate testing. In this post, Pieter explains, including all the details (buttons, process, results,…), just how UPC did that. A great case.

Read more

A word on email marketing, web analytics, metrics and key performance indicators

A while ago, I wrote about a survey by Alterian that found that 42% of respondents said they don’t incorporate clickstream and web analytics data into their customer and email database.

Now, I’m often using words such as KPIs, ROI metrics and metrics in general on this blog. I realize this could cause some confusion. That’s why in this post, I’ll tackle the difference between metrics and KPIs (Key Performance Indicators) and metrics.

A typical example of a metric in email marketing is the click-through rate or CTR. In web site analytics a typical example is the number of unique visitors.

To analyze and improve the results of your online marketing efforts, you need web analytics and workable parameters regarding the impact of your strategies on your online business and your business in general.

Read more