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How Submission Technology’s Agile Email Marketing Team Runs
A/B tests to Maintain Top Performance and Deliverability

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Submission Technology are the agency of choice for over 300 advertisers, providing over 2.5M leads a month across the UK, Australia, and US through their extensive portfolio of proprietary websites.

Their mission is to facilitate success and growth for their partners by providing innovative technology and performance marketing solutions.

Challenges and goals

Their main goal was to increase member engagement through relevant content. With a high-volume contact list even tiny details might have a huge impact on the overall performance.

The email marketing team regularly tests and optimizes their email marketing efforts to:

  1. Increase subscriber engagement
  2. Protect IP reputation
  3. Create data-driven culture designed for continuous learning

Solution

“Contact list segmentation and regular A/B testing allows us to check what really resonates with specific groups of contacts. We collect and analyze data and act on it during next campaigns.”

Gemma Seager, Team Leader, Email & Push Notifications at Submission Technology

A/B testing

to see what improves performance

Advanced segmentation

to improve targetingand engagement

Advanced API

to monitor performance and collect data

Advanced segmentation

Submission Technology use different segments for their different websites – and members and their journeys can differ greatly. They seek out the most active members with the healthiest opens, clicks, minimal complaints, and no bounces.

Key groups they return to are:

  • Male or female segments
  • New or old subscribers
  • Most or least engaged subscribers
Here’s an example of a male/female segmented
content on ProductTestingUSA.com.

Female

27.58% Unique open rate
7.31% Unique click-through rate

50% better open rate than the average in the online marketing industry*

149% better click-through rate than the average in the online marketing industry

Male

23.49% Unique open rate
6.44% Unique click-through rate

28% better open rate than the average in the online marketing industry*

121% better click-through rate than the average in the online marketing industry*

* Email marketing benchmarks

Agile email marketing tip from the expert:
Focus on welcome email open rates to support the overall IP health.

“We find that if we look after the welcome email and make it strong and understandable from the start, the newsletters have a much better chance later on. We also use welcome emails as benchmark indicators for traffic engagement levels.”

Gemma Seager, Team Leader, Email & Push Notifications at Submission Technology

A/B testing

Learning member preferences and helping them is always the team’s main priority, with A/B split testing complimentary to that. Submission Technology use GetResponse click reports to see what content works best and then adapts future content to include or focus on those learnings.

Here’s an example of how they created content based on previous click reports. They checked the performance of an email with and without a GIF. In some cases, GIFs could decrease deliverability due to an increased image-to-text ratio. But if the engagement is high, there’s no negative impact on deliverability.

20Cogs Gif Testing

31.14% Unique open rate
5.3% Unique click-through rate

69% better open rate than the average in the online marketing industry*

82% better click-through rate than the average in the online marketing industry*

Agile email marketing tip from the expert:
How to plan email marketing A/B tests?

You can determine your A/B test goal by answering these key questions:

  • What problem are we having that we can investigate/fix?
  • What can we improve?
  • What do we currently have time for?
Gemma Seager, Team Leader, Email & Push Notifications at Submission Technology

Analytics

Their dev team have built an in-house analytics system that plugs into GetResponse and collects data via API.The system flags emails when they improve or drop in performance and sends alerts e.g., if bounces get too high.

Graph that lays things out visually over the course of the month.

A snapshot of OhMyDosh.co.uk’s emails over April.

Agile email marketing tip from the expert:

Bug your Customer Experience Engineer for answers and information. They can see things in more detail, can speak to their deliverability team and help with further ideas.

Gemma Seager, Team Leader, Email & Push Notifications at Submission Technology

Results

Submission Technology’s email campaign results are way above the average while maintaining a high,

99.2% deliverability rate.

What’s more important, the company’s data-driven culture allows the team to learn from each campaign and continuously improve email marketing results.

Inspired?

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