La solution 8Seconds fournit une optimisation de contenu en temps réel afin d’augmenter les taux de clics et maximiser les revenus des emails.

Le fournisseur de solutions de données Return Path a annoncé aujourd’hui une nouvelle solution de tests multivariés alimentée par le leader européen de l’optimisation d’email 8Seconds.
Cette solution permet aux spécialistes du marketing d’identifier rapidement et efficacement les emails qui obtiennent de meilleurs résultats, améliorant ainsi leurs performances et générant plus de revenus à partir du canal email.

Le marketing content est connu pour améliorer le contenu non testé. Mais de nombreux commerçants ne réalisent pas de test en raison du temps, des dépenses et de la complexité des méthodes de test traditionnelles. La solution de test multivariée de Return Path et 8Seconds offre une façon automatisée de tester simultanément plusieurs combinaisons.

Lorsqu’un email est envoyé, les destinataires initiaux affichent différentes versions de l’email pour recueillir les données d’engagement en fonction des ouvertures et des clics. Une fois qu’il y a suffisamment de données pour déterminer un « gagnant », cette version optimisée est automatiquement affichée aux destinataires restants lorsqu’ils s’ouvrent. En moyenne, l’email contenant la combinaison optimisée obtient des performances de 200% supérieures.

Quelques mots de Daniel Incandela, CMO chez Return Path.

« Les spécialistes du marketing recherchent constamment des façons d’améliorer l’engagement des abonnés et d’accroitre les revenus de leur programme d’emailing. Les tests multivariés offrent un moyen d’optimiser les emails en temps réel en fonction de la réponse des abonnés. De plus, les webmails travaillent plus que jamais afin de livrer uniquement les messages qui sont vraiment recherchés par les utilisateurs. Des ouvertures et des clics augmentés fournissent des signaux de participation positifs que les webmails recherchent, de sorte à ce que l’optimisation du contenu de l’email puisse également améliorer le placement en boite de réception. »

Tous les éléments peuvent être testés, y compris les images d’en-tête et le corps, les appels à l’action, les bannières, les logos, les boutons et plus encore. Les tests réalisés pour l’email peuvent également être utilisés pour optimiser d’autres canaux, tels que les sites Web, les pages de destination, les bannières et les communications hors ligne.
La solution est neutre sur la plateforme, donc elle fonctionne parfaitement avec n’importe quel fournisseur de services email.

Quelques mots de Basile Fattal, vice-présent des ventes et du marketing de 8Seconds.

« Alors que le contenu contextuel et la personnalisation améliorent la pertinence d’un email, des tests efficaces peuvent considérablement améliorer le taux de réponse et le ROI d’une campagne email. Les méthodes d’essai traditionnelles, telles que les tests A/B, sont souvent couteuses, complexes et lentes pour produire des résultats significatifs. Notre technologie permet aux spécialistes du marketing de tester et d’adapter facilement leurs campagnes email en temps réel, afin de pouvoir voir des bénéfices immédiats »

A propos de 8Seconds
8Seconds est développe des outils d’optimisation de contenu fondés sur des algorithmes et axés sur le contexte, visant à accroitre l’engagement et la performance des conversations pour les répondeurs.
8Seconds est rapidement devenu le leader mondial en optimisation d’email en temps réel grâce à son attention et son dévouement sur le canal emailing.

A propos de Return Path
Return Path analyse la plus grande collection de données de messagerie du monde afin de montrer aux entreprises comment rester connecté à leur public et renforcer leur engagement client. Leurs solutions aident les analystes à comprendre le comportement des consommateurs et les tendances du marché.

World Tour – Paris

Regional Events – North America:
• Future of Email – Columbus August 17
• Major League Baseball (MLB) Tour – Pittsburgh August 22
o For these, we rent out a suite at the game and host clients and prospects
• Future of Email – Boston August 24
• MLB Tour – Washington DC September 7
• MLB Tour – Miami September 19
• Green Eggs & Spam – Salt Lake City September 19
o These are educational breakfast meetings with clients and prospects
• Green Eggs & Spam – St Louis September 20
• MLB Tour – Dallas September 26
• Future of Email – Philadelphia September 28
• Future of Email – San Diego October 12
• Future of Email – Tampa October 17

Regional Events – Rest of World:
• Otto Best Practice Club – Hamburg September 7
o Sebastian who you will be meeting with on Thursday was invited to speak at this event on Gmail best practices
• Return Path Academy – London September TBD
o Event only for current clients
• Festival of Marketing – London October 4-5
• RP World Tour Sao Palo – October 4
• RP World Tour London – October 10
• RP World Tour Paris – October 12
• RP World Tour Sydney – October 18
• Emarsys Revolution Event – October 23-24

Corporate Marketing Events (Trade Shows):
• Digital Summit Detroit – September 12-13
• dmexco – Cologne, Germany September 13-14
• Shop.org – Los Angeles, CA September 25-27
• M3AAWG 41st Meeting – Toronto, ON October 3-5

Return Path Partners with 8Seconds to Offer Multivariate Email Testing and Boost Email ROI

NEW YORK, September 12, 2017 — Data solutions provider Return Path today announced a new Multivariate Testing solution powered by European email optimization leader 8Seconds. This solution allows marketers to quickly and efficiently identify the email creative that resonates best with their audience, thereby improving email performance and driving more revenue from the email channel.

Marketing content that has been thoroughly tested is known to perform better than untested content. But many marketers fail to test due to the time, expense, and complexity of traditional testing methods. The feature rich Multivariate Testing solution from Return Path and 8Seconds provides an automated way to test multiple combinations of creative elements, simultaneously.

When an email is sent, the initial recipients are shown different versions of the email to gather engagement data based on open and click rates. Once there is enough data to determine a “winner,” this optimized version is automatically displayed to the remaining recipients as they open. On average, the email containing the optimized combination of creative elements performs 200 percent better than losing combinations.

“Marketers are constantly looking for ways to improve subscriber engagement and increase revenue from their email program. Multivariate Testing offers a way to optimize emails in real time based on subscriber response,” said Return Path CMO Daniel Incandela. “At the same time, mailbox providers are working harder than ever to deliver only messages that are truly wanted by their users. Increased opens and clicks provide those positive engagement signals mailbox providers are looking for—so optimizing email content has the potential to improve inbox placement, as well.”

Any number of image-based creative elements can be tested, including header and body images, calls to action, banners, logos, buttons, and more. Insights from email tests can also be used to optimize other channels, such as websites, landing pages, banner ads, and offline communications. The solution is platform neutral, so it works seamlessly with any email service provider.

“While contextual content and personalization improve an email’s relevance, effective testing can dramatically improve the response rate and ROI of an email campaign. Traditional testing methods, such as A/B testing, are often costly, complex, and slow to deliver meaningful results. Our technology allows marketers to easily test and adapt their email campaigns in real time, so they can see immediate benefits,” said Basile Fattal, 8Seconds Vice President of Sales and Marketing. “As a leader in the email space, Return Path is working with both email senders and mailbox providers to solve the industry’s most challenging issues. We are extremely excited to partner with them and help further boost email performance for Return Path clients.”

For additional information about Return Path’s Multivariate Testing solution or to schedule a demo, please visit the Return Path website.

About 8Seconds
8Seconds is a European marketing automation technology venture that develops algorithmic-based and context-relevant content optimization tools aimed at increasing audience engagement and conversion performance for email responders. 8Seconds very quickly became the global leader in real time email optimization for image-based creative content thanks to its focus and dedication on the email marketing channel. Information about the 8Seconds cloud service features can be found at www.8Seconds.net.

About Return Path
Return Path analyzes the world’s largest collection of email data to show businesses how to stay connected to their audiences and strengthen their customer engagement. Our data solutions help analysts understand consumer behavior and market trends. We help mailbox providers around the world deliver great user experiences and build trust in email by ensuring that wanted messages reach the inbox while spam doesn’t. To find out more about Return Path solutions, visit returnpath.com or request a demo by Return Path.

Want to know more? Visit Return Path at a World Tour event near you:
https://returnpath.com/resources/events-webinars/

Return Path

PayBack won the category E-mail Marketing Performance based on the conversion boost achieved through 8Seconds multivariate template optimization.

The campaign: The performance of the newsletter to A.T.U customers has been improved thanks to an 8Seconds multivariate optimization. The structure as well as different colors of the design were tested. In addition, several key visuals were combined with different offers as well as CTAs. This resulted in 48 different layout variations, which were then tested in real-time with 8Seconds. The layout with the highest CTR was identified during the send thanks to the first openers who acted as testers. The winning version was then locked in for the rest of the audience to see.

The five-member jury concluded “Comprehensive and careful testing is worthwhile! “

Source:
https://www.berlinemailsummit.de/award.html
https://www.optivo.com/de/blog/2017/email-xcellence-award-gewinner

In this optimization Worten wanted to better understand the effectiveness of using buttons. The marketing team created 2 creative versions for each of the 5 creative content placeholders and used the 8Seconds application to automatically generated multiple creative combinations within their newsletter. Some versions had no buttons, others had buttons on some product images. The entire campaign was mailed.  Each combination was rotated showing a different version to each early e-mail opening recipient, until statistical significance was achieved and a final winner was found, and then only the winning version was show to the remainder of those recipients who then opened their mail.  The final winning combination included buttons on all product images. This test resulted in 178% gain – the winning version having a 24.59% CTR and the lowest performing version having an 8.82% CTR. This optimization makes it clear that best way to motivate customers to click through to our website is by using images with buttons

“By using 8Seconds, within 72 hours we were able to validate assumptions to maximize performance of our e-mail marketing engagement strategy.”  Says Daniel MOLERO, Worten’s Marketing Manager. “Real time creative optimization has the potential to dramatically improve e-mail business results with minimal cost and effort in digital speed – unlike more conventional approaches like e-panels or focus groups.”

About 8Seconds:
8Seconds pioneered a cloud-based application called the Creative Content Optimizer. It performs multivariate real-time optimisation (MV-RTO) of image-based creative content, serving e-mail and digital marketers globally. 8Seconds works with any email platform without any integration necessary. Just add a line of code in your HTML and let 8Seconds do the rest. With customers worldwide, 8Seconds’ proven technology helps its clients dramatically increase creative content conversions.

About Worten:
Founded in 1996, Worten is an electronics and white goods retailer-etailer based in Portugal with physical stores across Portugal and 52 stores in Spain. Worten was founded with the vision to bring technology to people and make their life easier. Worten belongs to Sonae SR, specialized retail division, a multinational corporation with services in more than 50 countries that operates in sectors that include: food retail, malls, software and informatics and telecommunications.

“Email multivariate testing: What it is and why you need it” 
http://venturebeat.com/2016/02/25/email-multivariate-testing-what-it-is-and-why-you-need-it/
25 feb. 2016

“It’s time we started getting more turned on about the results email can deliver when we take the creative potential for email seriously.”
http://www.adnews.com.au/news/email-marketing-we-need-to-stop-being-creative-snobs
24 aug. 2016

1. One CTA button

Keep your CTA’s to a minimum. Ideally, with good customer data and a good segmentation, you should have only one CTA in your email, which should be focused on what you would like your audience to do. The more focused your message and your Call to Action, the higher you conversion will be.

2. Button visibility

Make sure your CTA buttons stand out from all the clutter in your email. You often see CTA’s embedded into an image. That’s fine, but only if the image is not busy and the button stands out. Ideally you should have your button separate from your image. For even better visibility, make your CTA buttons are BIG, but not so big as to overwhelm your email design.

3. Button location

Readers are lazy to scroll down, if possible try to keep your CTA button above the fold.

4. Button text

Be very descriptive and tell your audience what will happen when they click on your button. While you often hear that action oriented text is the way to go, at 8Seconds we found that on several occasions, depending on the subject matter of the email or target audience, a simple “More information” or “Click here” can steal the show.

Also, try adding some extra information to your button text.

Testing button text is a low hanging fruit. Many marketers are stuck with certain design element like colors that can’t differ from the corporate brand guidelines colors. So the easiest thing to do is to try several CTA button text options.

5. Button colors

Test different button colors. There isn’t one best button color, it all depends on several factors: the button text color, the other images in your email, the email background color, the mood of your audience at that moment in time, or even the weather!  In one recent test, an 8Seconds client discovered that a color different from the palette colors of their brand guidelines performed the best. So test, test, test.

6. Button shapes

Occasionally you can surprise your audience by using shapes they are not used to seeing in your email.

7. Button graphics

Try adding a graphic element in or around your button to make it stand out even more. A simple “click here” or “it’s free” softens the CTA by adding a human touch to it.

Try animated buttons. For one 8Seconds client animations worked systematically.

8. Test your CTA buttons

8Seconds allows you to create different button styles (size, shape, color) and text right from within the 8Seconds Optimizer solution. So it only takes you only minutes to create dozens of different buttons for testing in your email. In one client case, just testing different buttons in their email increased their CTR by 500%!

The following is the real CTA button of this post!  : )