‘Holidays Ahead: Market with caution’ – ‘MarketingExperiments’ Blog
Andrea Johnson says, “Every holiday presents both opportunity and danger: you can either engage audiences or you can alienate them. It just depends on if you choose to jump on the seasonal bandwagon and how effectively you make the leap.
The most recent Marketing Experiments Web clinic examines holiday marketing lessons learned, and what you need to do to ensure you take full advantage of seasonal campaigns while dodging pitfalls. Watch it here.
Consider this test, which has been anonymized.
Background: A large financial institution.
Goal: To convince customers to take out a mortgage or refinance an existing one.
Research question: Which email treatment will generate the highest clickthrough?
Test: A/B sequential test“.
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