2021年AB测试优化邮件性能（英）-76页_2mb

Summary of "Test and Learn with JICMAIL" Whitepaper

Core Content

This whitepaper from WARC outlines the concept of A/B testing in the context of direct mail marketing, emphasizing the importance of effectiveness measurement to optimize mail performance. It highlights how JICMAIL provides tools and data to evaluate the impact of various creative elements, targeting strategies, and content variations on consumer behavior, including footfall, website traffic, sales, and brand engagement. The report also discusses Royal Mail testing and innovation incentives, which offer 15%-30% savings for businesses that test new mail campaigns or innovations.

Main Viewpoints

• A/B testing is essential for understanding which mail elements drive the best results.
• Vouchers significantly enhance the effectiveness of direct mail campaigns, increasing footfall by up to x3.
• Local content and event invitations can improve engagement and conversion rates in specific sectors.
• Targeting is crucial, with Mosaic UK segments providing insights into audience behavior and preferences.
• Custom testing methodologies can be developed in collaboration with JICMAIL to suit specific business needs.

Key Information

A/B Testing Process

• Measure: Use standard or custom methods to evaluate different creative options.
• Implement: Run tests with a control group (90% of the campaign) and a challenger group (10%).
• Evaluate: Assess the impact of each variation using JICMAIL benchmarks and determine next steps.

Testing Incentives

• Advertising Mail Testing & Innovation: Up to 15% savings on access prices.
• Business Mail Testing & Innovation: Up to 30% savings on access prices.

Testing Scenarios and Benchmarks

Retail and Grocers

• Scenario 1: Vouchers increase store footfall and purchase intent by up to x3 and 93% respectively.
• Scenario 2: Vouchers + event invitations boost purchase by x2 and website traffic by 58%.
• Scenario 3: Targeting Domestic Success and Prestige Positions increases donation by x5.5 and website traffic by 92%.

Charities

• Scenario 1: News updates with donation requests increase donation by 70% and website traffic by 46%.
• Scenario 2: Postal replies with donation requests increase donation by 140% and calls by 35%.

Travel

• Scenario 1: Vouchers increase purchase by 70% and brand discussions by 7%.
• Scenario 2: Local information with event invitations increases purchase by 14% and brand discussions by 37%.
• Scenario 3: Targeting 25-34 year olds increases purchase planning by x2.

Telecoms

• Scenario 1: Entertainment-related info with product info increases purchase by 59% and online engagement by 63%.
• Scenario 2: Admin info with local service info increases purchase by x4 and online engagement by x5.

Mail Order / Online Retail

• Scenario 1: Contact details increase purchase by x2 and website visits by 72%.
• Scenario 2: Vouchers with contact details increase purchase by 116% and website visits by 113%.

Utilities

• Scenario 1: Product info in bills increases account lookup by 42% and online engagement by x2.
• Scenario 2: Local service info increases account lookup by 74% and online engagement by x2.
• Scenario 3: Targeting long-term residents increases account lookup by 127%.

Finance

• Scenario 1: Product info in statements increases account lookup by 51% and online engagement by x1.4.
• Scenario 2: Services info with notifications increases online engagement by x2.

Government

• Scenario 1: Event invitations with local services info increases online engagement by x2.6.
• Scenario 2: Services info with notifications increases online engagement by x2.
• Scenario 3: Targeting Urban Cohesion increases online engagement by 18%.

Conclusion

The whitepaper underscores the value of data-driven testing in direct mail campaigns, offering actionable insights for optimizing performance. It also highlights the benefits of JICMAIL's integration with Mosaic UK data to better understand audience behavior and tailor marketing strategies accordingly. By leveraging A/B testing and targeting, businesses can achieve higher engagement, increased conversions, and cost savings through the Royal Mail testing and innovation incentives.