October 5, 2006, 12:00 AM

Harte-Hanks automates A/B testing in new Postfuture e-mail marketing system

Postfuture version 5.0 comes with built-in analytics that lets marketers run A/B tests of e-mail marketing campaigns, track results, then automatically send the most effective e-mail to its customers and prospects, Harte-Hanks says.

 

Postfuture version 5.0 comes with built-in analytics that lets marketers run A/B tests of e-mail marketing campaigns, track results, then automatically send the most effective e-mail to its customers and prospects, Harte-Hanks says.

"Based on dialogue with our clients, and thousands of campaigns we`ve managed, we have built in automated campaign testing and best practice-driven analytics that make it routine for marketers to measure and optimize their e-mail marketing results," says Brad Sanders, managing director, Harte-Hanks Postfuture.

Postfuture 5.0’s Automated Campaign A/B Testing feature is designed to allow a marketer to create two or more competing e-mail versions, send them out to a portion of a list of e-mail recipients, track response during the testing period, then automatically send a composite of the best subject line and message copy to the remaining audience.

Sara Rountree, marketing operations manager for ProFlowers, says that among the application’s most useful features are its ability to automate campaigns, conduct surveys of e-mail recipients, and insert “send-to-a-friend” links into e-mail messages. “Our team learned the tool in record time and is excited to stretch it to the limit,” she says.

In addition, the new version enables marketers to personalize e-mail marketing campaigns based on their customers’ online shopping behavior. “Marketers will be able to combine user-specific web site click-through data across one or more campaigns, and use this information dynamically to construct up-sell and cross-sell offers to recipients who have demonstrated an interest in specific types of products,” Sanders says.

The application also includes a new automated report writer that groups, sorts and formats data on e-mail campaign metrics. Using a drag-and-drop interface, users can select from a variety of multi-dimensional chart formats to customize the appearance of more than 64 standard reports.

Postfuture version 5.0 also enables marketers to compare their e-mail marketing results with best practices metrics on campaign management such as the best day, time, campaign frequency and demographic profiles. It also lets marketers compare their campaign performance against the Postfuture Index, an aggregate report on e-mail delivery in 13 vertical markets.

 

 

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