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BizReport : Email Marketing : May 19, 2011


New split-testing options available from StormPost

When it comes to email, testing is the answer. Testing subject lines, images and even the content formation can improve open rates and clicks, along with optimization. New tools from Datran's StormPost may help email marketers looking for more testing options.

by Kristina Knight

According to the company, some clients are seeing a 40% lift in email opens and more than 100% increase in clicks after using the A/B testing options.

Tony D'Anna, president of Datran Media's StormPost business said, "StormPost clients are reporting stellar results, and the best performers are those who have embraced the enhanced A/B split tests. These marketers are utilizing the solution to create comprehensive strategies that tightly align campaigns and acquisition with the key performance indicators (KPIs) that drive their businesses."

"StormPost makes it easy for us to test different versions of email creative and copy simultaneously. Because StormPost automatically chooses the highest performing combinations, there is no lag time between testing and optimization," said Tara McCaffrey, vice president of marketing for Vault, one of the initial users of the platform.

The additions to the StormPost platform include improvements to the existing A/B testing solution; the new additions allow emailers to include share-to-social testing and optimization. This addition allows brands to test how often an email is shared and which version is shared, giving email marketers insight into what is connecting on a social level with client lists. Brands can test content, sharing incentives and other options across social networks. The solution then chooses the best performing option for marketers to use in messages.






Tags: A/B split testing, Datran Media, email marketing, email messages, email testing, StormPost








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