Your tried and true recipe
How often have you continued to do the same thing over and over again because you know it will work? For example, when you bake your favorite chocolate chip cookies, you follow the same recipe each time because you know what the outcome will be. Then, out of the blue, someone comes up with a fabulous new recipe that leaves your cookies tasting a bit stale.
Why a test kitchen is so important
Have you heard of a test kitchen? They are used for the process of developing new kinds of food. On the largest scale, they are run by the research and development departments of large companies in the food industry. This is their way of developing innovative treats to attract new customers. Think of it as their secret lab to make confectionery concoctions.
In the case of our example above, using a test kitchen to try different ingredients could have prevented the competitive threat of competitors being first to market with a tastier new treat.
Develop a marketing test kitchen
Marketing is also a science, much like food science. It’s easy to measure the success of your campaigns, and if set-up correctly, it’s easy to predict the outcome.
The trap that many marketers fall into is that they make assumptions as to why their results are declining or increasing. This is a shaky premise that can lead to attrition of customers.
How can you develop a simple test kitchen for your marketing campaigns?
- A/B Split testing. It allows you test different images, copy and subject lines.
- Testing different data sources. Many marketers get comfortable with well-known data sources, but the proof is in the pudding. Not all data is quality data.
- Multi-Channel testing. The most successful campaigns include more than one channel. Make sure you understand your customer buying cycle and journey. Setting up metrics and measurements for each channel you use is critical in understanding what levers you can pull to adjust.
- Don’t over test. Testing too many things at once will be a disaster. You won’t be able to isolate what is affecting your results.
Are you ready for some sweet results? Before you get started, make sure you have a mechanism for tracking and analyzing the results. Learn more about the data services that MCH can provide, such as quality data, hygiene and even email deployment. These services are measurement-driven and make it easy to implement even the most sophisticated testing. Contact us at firstname.lastname@example.org to learn more.