New Feature Highlight: Split Testing Tool Will Help Your Emails Perform Even Better

Split testing (also known as A/B testing) is a great way to test new hypotheses about what works and what doesn’t work in your emails. Let’s imagine a situation (totally fictional, of course, never ever happened to me) where your boss/partner/colleague thinks it would be fun to put a cute picture of a puppy as the main image of an email. The objective being to grab the reader’s attention and draw them through the email and down to the call to action. You, being the savvy marketer you are, have your doubts. But instead of getting into an argument with your boss/partner/colleague or worse, leaving it to chance, only to have that nagging doubt that your first instinct was right, you say “I know! Let’s split test it.”

How the Split Testing Tool Works

The new Split Testing tool in LeadMachine takes a subset of your audience and splits them into two groups. One group would get the non-puppy version and the other group would get the puppy version. Whichever version performs better would automatically get sent out to the rest of the group.

So you don’t have to worry about making the wrong decision and regretting it only after you’ve sent it to your entire customer base. Instead just let the data make the decisions.

pug-picture-email

Getting Started with the Split Testing Tool

  1. Choose What to Test

Split testing options are almost infinite. This is the perfect time to try out different copy, test new images, rephrase calls to action, or try testing a whole new version of an email. Even changing a single word can affect the response that your email receives!

It’s good to go into the split test with only one question in mind, like “Do pictures of puppies capture attention better than pictures of our product?” or “Does a green call to action get more clicks than a red one?” These questions will help you create test versions that try to answer something specific and maximize the efficiency of your test, rather than just testing things at random. Split testing will help take out the “gut feeling” from these decisions and provide you with real results that you can take action on.

When you do your first split test, try starting with one email template and call it Split A. Create a copy of that template and make one small change and call it Split B. If you’re looking for something easy to test, we suggest subject lines, which are really the most important element of your email as it’s the first thing the customer sees. If you’re looking for more things to split test, check out this list of 150 split test ideas.

In this example, we are testing two new email templates against each other.  On your ‘Send Email’ tab, choose the SPLIT TEST button. Then choose the two templates that you want to pit against each other.split-test-step1

  1. Choose the Winning Metric

In the Split Testing tool, you can set how you want to choose your winner, whether it’s by clicks, opens or click per open ratio. Here’s a quick breakdown of each metric:

Open: If you were testing a subject line or sender’s name, you would probably choose open rate as the success indicator.

Clicks: If you were testing out the new color of a call to action button, you’d want to know which color got more clicks, so that would be your success indicator.

Clicks per Open Ratio: This metric is useful to determine how well the messaging in your email is driving people who have opened to go one step further and click.  Let’s say you wanted to test out a different way of communicating with your customers, for example, adding urgency to an offer with a live countdown timer. You’d want to see if the email with the timer drove more people to click than the email without the timer. The clicks per ratio open would be the metric you’d want to use.

split-test-step2

  1. Set the Schedule of the Test

split-test-step3

How long you want to let the results to roll in before choosing a winner is essential to correctly interpreting the results of the split test. Declare a winner too soon and you may see the results change after the test is over.

Looking at the past behavior of your audience and when they’ve opened emails in relation to when they were sent, you’ll usually notice that there’s a sharp spike around the time the email is sent and then it titters off. Try ending your test sometime after this titter off period.

Another idea would be to declare the winner after a 24 hour period. This gives you enough time to interpret results and allows you to send the winning email at the same time you sent the test email, so you’ll not inadvertently be adding time of day as a testing element.

  1. Choose Your Test Audiencesplit-test-step4

You’ll want to choose a sizable group that’s going to give you statistically significant results. With the Split Testing tool, you can choose the percentage size of the group that you want to test. The percentage you choose will be dependent on the size of your list (now is the time to use your college stats course learnings.) I always find it handy to use a tool that helps with finding the right size, like this calculator.

  1. Start the Test

Once you’ve got these elements selected in the Split Testing tool, you’re ready to schedule your email to send. You go, girl!

  1. Check out your Email Stats

Now to the most important part – seeing the results! LeadMachine makes it easy to interpret the results of the split test with the Split Testing Report.

split-test-step5

Keep track of what worked well and what could be improved. These insights can be useful when creating future campaigns.

What kind of tests do you think you’ll try out? Let us know in the comments!

 

How quizzes can take your business to the next level

 

 

Change the way you display custom fields

We’ve just updated the way custom fields work so that you now have a more flexible way of managing your contacts.

Originally, custom fields were just in the Fields tab.

cont_fields

However, the are some custom fields groups which you may wish to see as soon as you open the Contact.  Below, we’ve put the Quiz Info group at the top of the page.

cont_w_quiz

You can set this up, in just a few clicks.

Simply go to Admin.

admin2

Then on the left menu, click Custom Contact Fields.

Then click the box of the custom field group, in this case Quiz Info box, then edit group.

cont_cust1

Then tick the checkbox Show this group at the top of the Details page.

cont_cust2

 

LeadMachine integrates with TextMagic

TextMagic is a beautiful tool for sending out SMS messages. One of the great features of Textmagic is that you can see threaded conversations.

LeadMachine now integrates with Textmagic, and it’s super simple to set up.

This means that you can set up Flows to do things like send an SMS the day before a seminar to confirm the location.

sms

All you need to do is create an action called a webhook

Then follow the basic structure below:

https://www.textmagic.com/app/api?username=[your email]&password=[your password]&cmd=send&text=Here+Is+Test+Message&phone={{contact.primary_telephone_number.number}}&unicode=1

In this example

  • [Your email] is your email address you use to login to TextMagic
  • [Your password] is your password you use to login to TextMagic
  • Here+Is+Test+Message is simply the message with a + representing spaces
  • {{contact.primary_telephone_number.number}} is the field where you store your mobile number. (Of course you can use another phone field if you wish).

You can even insert the Contact’s firstname and any other custom fields.

For additional information, see TextMagic’s information page.

 

 

 

A step-by-step process for getting people to book and show up to your events

You’ve got an event coming up. People are interested in what you do, but how do you actually get them to book into this upcoming event?

This post will focus on the structure of the campaign, and in other posts we will look at email copy that compels prospects to take action.

LeadMachine has a feature called Flows. Think of a flow as a series of actions, delays and decisions that automate a business process. To achieve our objective we have two flows:

1) The Invitation Flow – this sends a series of emails to your prospects and after every email checks to see if your prospect has booked for the event. If the prospect has booked, the prospect is removed from the flow, and then enters the Confirmation Flow.

2) The Confirmation Flow – this is a series of reminder emails sent to your prospect to ensure that your prospect attends the event that has already been booked.

Let’s go through each one of these flows in turn.

The Invitation Flow

reminder1

The first email is an invitation to your event. We then wait 7 days to see if the prospect clicks the link to register for the event. The decision looks like this:

reminder2

The decision is checking to see if the contact has the tag ‘2015-july-rsvp-yes’ which is a tag put onto the contact by the Confirmation Flow. The Confirmation Flow is triggered by clicking a link in an email in the Invitation Flow. This will be explained in detail when we discuss the Confirmation Flow.

So, if after 7 days the prospect has clicked the link, the prospect received the tag ‘2015-july-rsvp-yes’ (via the Confirmation Flow) and so the prospect satisfied the condition in the decision and therefore goes down the True path. As a result, the prospect will not receive any further emails in the Invitation Flow.

However if the prospect does NOT click the link within 7 days, the prospect will not receive the tag ‘2015-july-rsvp-yes’ so the prospect does not satisfy the condition in the decision. Therefore, the prospect goes down the False path.

reminder3

On the False path, the prospect receives Reminder1 email, which should give another angle on why to attend the event. It may just re-state what the first Invitation email sent based on the fact that many people will miss an email.

We then wait 5 days and have the same decision as just discussed. If the prospect has clicked the link, the prospect is done. But if not, the prospect then gets Reminder2 email.

reminder4

The same thing happens again, but this time a task is created to call the prospect. The task looks like this

task

Note 3 useful things here:

  • The task is attached to the contact. This means that the task will contain the contact’s information.
  • The work queue selected is Event Bookings. Work Queues are an efficient way to process through tasks. Once you complete a task, you press the ‘Next Task’ button and go straight to the next task. This is much faster than working from a list where you go to one task, complete it, go back to the list, go to the next task to complete it and so on.
  • The due date is 3 days from when the action runs. This means that a Manager can go to the Tasks section and immediately see all tasks that are overdue.

The Confirmation Flow

When the prospect clicks a link in any email in the Invitation Sequence, this is a trigger to activate the Confirmation Flow. Here is how the trigger looks on the Confirmation Flow:

trigger

The Confirmation Flow looks like this:

rsvp_yes

The confirmation flow adds the tag ‘2015-july-rsvp-yes’ so that everyone who clicks the link in an invitation email does not receive an additional invitation.

Then the prospect receives a confirmation email immediately, and a final confirmation email 2 days prior to the event.

With LeadMachine, it takes just minutes to build these flows, and once built you can visually see exactly how they unfold.

New Feature: Gmail Integration

Everyone that works with a CRM knows that it takes a lot of emails to close the deal. That’s why LeadMachine now has email integration with one of the most used email  services in the world: Gmail (both personal accounts and Google Apps for business).

Connect your email account to LeadMachine and let it make you life easier. LeadMachine will scan your Gmail account for the email address of every Contact that you have in LeadMachine. It will then bring into LeadMachine every email from your Gmail account that was sent to that Contact, and which that Contact sent you.

Now, when you view a contact, all of these emails from your Gmail account will be shown on the Contact record.

When all users do this, you will be able to see on the Contract record every email that your users have sent that Contact from their Gmail accounts. All of your information about the Contact is now in one place.