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Best (or most dramatic) Test You Learned From:
Gold Consumer
Key Messaging Multivariate Test for Kolbe Corp.
Brand/Client Side Team:
Shea Beck, Brian Renner, Jason Baer
Vendors/Agencies:
Mighty Interactive
From Their Nomination Form:
This campaign involved testing of price points, and messaging used to drive future sales
of the career tests. This dynamic 12 way multivariate test included four key messages and
three price points. This was executed by using dynamic content in the ExactTarget email
system, where the headline, subject line, and price points were automatically generated
based on the group the recipient was placed in. After the results were calculated, the
multivariate test provided the most effective messaging and price point for a National
PPC campaign and extensive Online Media Buy. We now have the messaging and price point
for our National PPC and Online Media Campaigns. The following metrics are the average
results gathered from the 12 emails sent. Email Stats - Open Rate: 21.4%; Click Through
Conversion: 15.6%; Campaign Result -Sales: 315.
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