dotMailer has given you the power to split test subject lines, content, friendly from names and custom from addresses for quite some time now. You can then choose a particular metric, be it clicks or opens for us to then calculate the winner. Wouldn’t it be good if you could use ROI as a metric?
Well now you can!
This requires a little bit of work from you and then a lot of heavy lifting from us. If you haven’t already got it, you can get the script to add to your ecommerce website from Campaigns > Advanced features > Site & ROI tracking.
Then, let us know what ROI markers you are going to be sending us, by using the ‘Add new’ button on that same page.
The rest is easy! Set up your split test as usual, and on the page where you would normally set your split test options, you’ll see a new radio button called ‘ROI’.
Select this option and tell us what marker you want to use. If your marker is a date, text or yes/no value, you’ll be using the hits marker metric. If you’re sending us a number, you’ll be able to use the number of hits the marker gets, the total, or the average of the values we receive.
All you then have to do is click the send button and wait. After the number of hours you selected for you split test to run for elapses, we gather all the marker data we received, crunch the numbers to decide the winner and send it out.
This is extremely powerful as it enables you to increase the effectiveness of your campaign according to your required outcome.
For example, the hits marker metric can be used for sending campaigns that maximise the volume of products sold and help run down your stock. You can use the average marker metric for sending campaigns that maximise your average order value. Finally, the total marker metric can be used for sending campaigns that boost your overall order value.
This is live, right now, and we’d love to hear what you think!