Here at ExactTarget, we love the idea of testing and optimizing emails. Not only are you striving to provide the best email content you possibly can to your subscribers – but you’re giving them a vote on what that content is!
Omniture Test&Target gives marketers a platform for testing creative elements across their web properties. It provides tools to perform A/B testing or more complex multivariate tests (MVT) on your website – allowing you to test creative elements, target specific segments, and automatically optimize content. ExactTarget is now able to integrate this technology into its own messaging capabilities, meaning YOU can do the same with your email sends! This integration allows marketers to optimize long-running or recurring campaigns based on subscriber response. The testing platform can now be part of a multichannel marketing campaign, designed to test the best performing creative across email and web site offers.
The great part about this technology? Ideas for your email content can come from anywhere – and you don’t have to argue internally about whether or not to include them. Instead, you can choose to test different ideas and allow your subscribers to decide! (For those of you who experience heated debates over “red button” vs. “green button” - you know what I’m talking about…)
Getting started is easy - come up with a few simple hypotheses about single sends or recurring sends (ideas that you think could have an impact on performance) and try them out in the context of your email. It doesn’t have to be a huge project, involving all creative elements across all campaigns. Start small, think big.
You know what else is easy? Sampling the integration! If you’re an existing ExactTarget customer who also uses Omniture Test&Target for your website, check out our Innovations Lab listing on ExactTarget 3Sixty. We’re currently offering a limited beta test of the integration for those who want to give it a try and who would be willing to share their experiences in the form of a use case or customer story. Check out 3Sixty for more information!
Omniture Test&Target gives marketers a platform for testing creative elements across their web properties. It provides tools to perform A/B testing or more complex multivariate tests (MVT) on your website – allowing you to test creative elements, target specific segments, and automatically optimize content. ExactTarget is now able to integrate this technology into its own messaging capabilities, meaning YOU can do the same with your email sends! This integration allows marketers to optimize long-running or recurring campaigns based on subscriber response. The testing platform can now be part of a multichannel marketing campaign, designed to test the best performing creative across email and web site offers.
The great part about this technology? Ideas for your email content can come from anywhere – and you don’t have to argue internally about whether or not to include them. Instead, you can choose to test different ideas and allow your subscribers to decide! (For those of you who experience heated debates over “red button” vs. “green button” - you know what I’m talking about…)
You know what else is easy? Sampling the integration! If you’re an existing ExactTarget customer who also uses Omniture Test&Target for your website, check out our Innovations Lab listing on ExactTarget 3Sixty. We’re currently offering a limited beta test of the integration for those who want to give it a try and who would be willing to share their experiences in the form of a use case or customer story. Check out 3Sixty for more information!
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