B2B Email Testing: Validity threats cause Ferguson to miss out on 16% lift from Black Friday Test

Tweet At MarketingExperiments, we endeavor to teach you to bring the process of scientific discovery to your marketing campaigns to learn what your customers really want and improve results. And, to that end, we share experiments (along with successful case studies — 1,470 and counting — from our sister publication, MarketingSherpa). But we can learn just as much from the stumbles, errors and mistakes we encounter on our journey of customer discovery. Unfortunately, those stories tend to be harder to get. So I want to laud the marketer we are going to discuss today for sharing an example of something that did not work.   Even successful marketers have losses. But the good ones learn from them. Mary Abrahamson, Email Marketing Specialist, Ferguson Enterprises, is a successful marketer. So successful, in fact, that we recently featured her as the main story in a mini-documentary that highlighted her journey at MarketingSherpa Summit.   But when I recently reached out to her, it wasn’t only a further success she shared, but also a hard-won lesson learned in the trenches of email testing. Let’s take a look at the test, focused around a Black Friday promotion. But first, some background on the overall campaign.   Holiday promotion to B2B customers This year, Ferguson tried something innovative. Even though it is a B2B company, it tested promotions tied to the holiday shopping season, such as Black Friday and Cyber Monday discounts. The promotion targeted residential trade contractors and facilities maintenance customers with Ferguson Online accounts. Ferguson…
Source: Marketing Experiments
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