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  • June 4, 2009

AM Inbox: Victoria's Secret's multivariate testing

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

Victoria’s Secret, 6/3 — New! VS Undies Panty, FREE to the first 1000 customers. Plus, VS COTTON Bras, 2/$40. Details Inside.
Victoria’s Secret, 6/3 — New! VS Undies – 5/$25. Now in Stores and Online.
It appears that Victoria’s Secret was doing some multivariate testing with their email yesterday. The two versions that they sent not only had different subject lines, but also used different treatments and positions for the primary message (undies) and secondary message (bras), as well as entirely different tertiary banners. One of those tertiary banners was an appeal to become a fan of Victoria’s Secret on Facebook, the first time I’ve seen them promote their presence on the social network. Multivariate testing is much more complex than the typical A/B testing, where only one element is changed in the two versions, and as a consequence sometimes the results are not as conclusive. Here’s version A (left) and B:

Click to view version A of this June 3, 2009 Victoria’s Secret email full-sized Click to view version B of this June 3, 2009 Victoria’s Secret email full-sized

Neiman Marcus, 6/3 — What would fashion be without vision? Introducing INSITE‏
Neiman Marcus is relaunching NM InSite and changing the format from a blog to a rich media magazine format with less of a service focus and more of an entertainment approach to promotions. The new format is definitely more polished and more on-brand with its appearance. They’ve regularly used their email program to promote NM InSite, both with banners at the bottoms of their emails as well as with dedicated emails (see Mar. 13 AM Inbox and Mar. 21, 2008 AM Inbox).

Animated portion of June 3, 2009 Neiman Marcus email

SUBJECTIVITY SCANNER: Select noteworthy subject lines
EB Games, 6/3 — EB Games News: We’re excited, exuberant and ecstatic over E3‏
Saks Fifth Avenue, 6/3 — Daddy & Me Summer Style‏
Cabela’s, 6/3 — Father's Day SALE @ Cabelas.com‏
Bed Bath & Beyond, 6/3 — Tap into great gift ideas for Father's Day.
Walgreens, 6/3 — Great Gifts for Grads and Dads at Walgreens‏
Banana Republic, 6/3 — 30% off summer suits for weddings & every celebration!‏
J. Jill, 6/3 — Effortless silk: it's washable! Plus, 20% off favorite wear-now looks.

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