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  • June 20, 2011

AM Inbox: Babies "R" Us multivariate testing

>>The 2011 Email Design Look Book celebrates 20 inspirational emails. Download it for free today.

The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:

Babies “R” Us, 6/19 — R Super Buys: Save a Bundle on Essentials for Baby with Over 20 Deals!
It appears that Toys “R” Us was doing some multivariate testing on their Babies “R” Us emails—and accidently sent multiple versions to some subscribers. Unlike A/B testing, which tests the performance different when changing one element of an email, multivariate testing involves changes of many elements in the same test. For instance, in this email the elements being tested include: (1) the background color that frames the email, (2) one vs. two messages in the preview pane banner, (3) the model shot accompanying the “Buy 1, Get 1” message, and (4) inclusion of “Nearest Store” banner. Multivariate testing has a reputation of being more complex and less conclusive than simple A/B testing.

Click to view this June 19, 2011 Babies R Us (version 1) email full-sized Click to view this June 19, 2011 Babies R Us (version 2) email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
ShopNBC, 6/17 — You choose...Customize your emails for the things you love.‏
Bloomingdale’s, 6/18 — Father's Day E-Gift Cards + New Fine Jewelry for Him‏
Williams-Sonoma, 6/18 — A Perfect Father’s Day Gift – Delivered in Minutes‏
NFLshop, 6/18 — There's Still Time To Get Dad The Perfect Gift: A NFLShop.com Gift Certificate‏
Bass Pro Shops, 6/18 — Last Minute Gift Idea for Dad‏
Coach, 6/18 — Buy Dad's gift online, pick it up in a store.
Walgreens, 6/19 — Happy Father's Day! Get 50 FREE Prints when you Buy 50 + 25% OFF Posters‏
Ralph Lauren, 6/19 — Happy Father's Day From Our Family To Yours
The Company Store, 6/19 — Happy Father's Day from The Company Store‏
JC Whitney, 6/19 — Father's Day Email Exclusive Offer! Open Now to Reveal‏
Kmart, 6/17 — Just in Time for Father's Day - Save up to 15% Today Only‏
Barnes & Noble, 6/17 — Father's Day is Sunday -- Get NOOK Wrapped FREE in Store!
Sony, 6/17 — Save for Dad and Beyond $250 OFF a Camera Bundle + More Deals‏
Blair, 6/18 — We're treating Dad to 20% off everything‏
The Company Store, 6/17 — College Bound Sale + Free Delivery‏
Nordstrom, 6/17 — What a Comeback! Colorful Cutoffs Are Hot, Hot, Hot‏
GameStop, 6/17 — B2G1 Free to Start Your Summer‏
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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