As mentioned in a previous post about how we try not to annoy our customers, we really make sure we're not just going through the motions in complying with anti-SPAM laws. And it all has to do with how we regard customer relationships - they're valuable and we want them to be based on mutual trust and respect.
As a result, we pay close attention to what we say and how we say it because customer engagements are impacted by both content and delivery - whether it's initiated through search, by referral or as a result of one of our outbound messages. One of our most important outbound channels is email and we're not alone in that regard. Email was recently cited by MarketingProfs as the most-used digital marketing channel for 86% of respondents to recent research by Gigaom and Extole. That same report found that email was named the most effective channel for customer retention, building awareness, increasing conversion and boosting acquisition.
One key way for us to creating better marketing emails is using a tried and true method - through A/B tests.
It seems like we're always testing something. And then we share our learnings among our colleagues and incorporate the new approaches across our different operating units. And with so many customer engagements happening online, it seems natural for us to ingrain testing as a standard marketing practice.
Two of our digital marketing team members, Scott Calderwood and Becky Simanowski, recently led an internal discussion that summarized 3 key findings from A/B tests we've done here at SAS and I thought I'd share them with you here: Read More