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1. How You Can Use Email to Discover
the Essence of Your Value Proposition
(in 5 Simple Steps)
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2. Join the conversation on Twitter
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3. Today’s Presenter
Austin McCraw
Senior Editorial Analyst
MECLABS
Austin McCraw joined the MECLABS research team in 2007 after
graduating from University of Florida's college of Journalism and
Communications. Since then, he has reviewed over 2,500
experiments, written over 300 hours of training, and developed
five professional certification courses on the topics of Offer
Response Optimization and Value Proposition. Currently, he works
directly with Dr. Flint McGlaughlin, Founder and Director of
MECLABS, on his academic and commercial writing projects. He
lives in Florida with his wife and three sons.
3
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4. PART I:
AN EXPERIMENT
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5. Experiment: Background
 Experiment ID: Protected
Location: MarketingExperiments Research Library
Test Protocol Number: TP2067
Research Notes:
Background: Company provides technology and product supply to the oil and
gas industry. For this experiment, they were making a specific segment
(drilling engineers) of their opt-in list aware of an upcoming conference.
Goal: To determine the most effective point of value
Primary research question: Which value category (Overcoming challenges or
generating results) will generate the most response?
Approach: A/B split test (variable cluster)
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6. Experiment: Background
Which emphasis will generate the most response?
Option #1 Option #2
Overcoming Challenges Generating Revenue
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7. Experiment: Version A
Version A: Overcoming Challenges
• “…researching to find
solutions to the monitoring
and technology issues you
face…”
• “How can deepwater risk be
reduced?”
• “How can you adjust
parameters based on new
downhole data?”
• “What are the newest
insights around stick-slip
mitigation?”
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8. Experiment: Version B
Version B: Generating Results
• “conduct in-depth field tests to
leverage the latest
technology… recent results will
be presented”
• “…improved penetration rates
and higher quality wellbores…”
• “...outperforming conventional
drilling BHA’s by more that
350%...”
• “…10% improvement on
ROP…”
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9. Experiment: Results
17% Increase in clickthrough rate
Version A generated a 17.05% higher clickthrough rate than Version B
Relative diff
Subscription path CTR
v. control
Version A (Overcoming Challenges) 20.93% 17.05%
Version B (Generating Results) 17.88% -
 What you need to understand: The focused on results, leading overcoming
challenges outperformed the email
email message focused on
us to
conclude that for this segment there is more value in obtaining the solution
to problems.
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10. Experiment: Results
The greater gain was
new knowledge we
obtained about the
customer.
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11. What you Need to Understand
 Key Principles
1. The goal of a test is not simply to get a lift, but rather to get a
learning.
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12. What you Need to Understand
 Key Principles
1. The goal of a test is not simply to get a lift, but rather to get a
learning.
2. We should always strive to better understand our customer,
and in particular, to understand the essence of our value
proposition.
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13. Uncovering the Essence
The Expression
(The Message)
Testing The Essence
(Value Proposition)
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14. What you Need to Understand
 Key Principles
1. The goal of a test is not simply to get a lift, but to get a learning.
2. We should always strive to better understand our customer,
and in particular, to understand the essence of our value
proposition.
3. Email is one of the most effective ways to quickly test and
discover your value proposition.
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15. Testing Value Proposition with Email
Why is email so great for testing?
1 Ease of changes
1.
2 Large sample size
2.
3 Highly competitive environment
3.
4 We already have to do it
4.
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16. Our Experiments
How-to
SL #1: How to Optimize your Content Marketing
Discovery
SL #2: Does content marketing really work? 15.9%
How-to
SL #1: How to effectively use color on a website
Discovery
SL #2: 5 horrifying mistakes designers make with color 47.9%
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17. Today’s Focus
Today, I am going to walk you through a simple 5-step
method for using email to test your value proposition.
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18. Important Warning
WARNING: Email testing is useless if you are NOT willing to be a:
miserable
failure
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19. PART II:
5 SIMPLE STEPS FOR USING EMAIL
TO TEST VALUE PROPOSITION
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20. STEP 1: Identify Potential Claims of Value
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21. STEP #1: Identify Potential Claims of Value
Value Proposition Testing Process
Top Claims of Value Subject Line (SL) Testing of Value Body Copy (BC) Testing of Value
Proposition Proposition
VP #1 SL 1-1 SL 1-2
VP #2 SL 2-1 SL 2-2
VP #3 SL 3-1 SL 3-2 BC-1
VP #4 SL 4-1 SL 4-2 BC-2
VP #5 SL 5-1 SL 5-2 BC-3
VP #6 SL 6-1 SL 6-2
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22. STEP #1: Identify Potential Claims of Value
Imagine for a moment, that you are selling mortgages.
What would be potential claims of value one could make?
1. Reliability 5. Payment Plan Options
2. Lowest Rates 6. Reduced Anxiety
3. Easy Process 7. Service Quality
4. Brand Name 8. Community Involvement
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23. STEP 2: Estimate the Force of Each Claim
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24. STEP #2: Estimate the Force of Each Claim
Value Proposition Testing Process
Top Claims of Value Subject Line (SL) Testing of Value Body Copy (BC) Testing of Value
Proposition Proposition
VP #1 SL 1-1 SL 1-2
VP #2 SL 2-1 SL 2-2
VP #3 SL 3-1 SL 3-2 BC-1
VP #4 SL 4-1 SL 4-2 BC-2
VP #5 SL 5-1 SL 5-2 BC-3
VP #6 SL 6-1 SL 6-2
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25. STEP #2: Estimate the Force of Each Claim
+- ++ Appeal – “I want this”
Exclusivity
Exclusivity – “I can’t get this
anywhere else”
-- -+
Appeal
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26. STEP #2: Estimate the Force of Each Claim
Claims of Value Appeal Exclusivity
Reliability + -
Payment Options ? +
Lowest Rates + +
Brand Name ? +
Payment Plan Options + +
Reduced Anxiety ? -
Service Quality + -
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27. STEP #2: Estimate the Force of Each Claim
Claims of Value Appeal Exclusivity
Reliability + -
Payment Options ? +
Lowest Rates + +
Brand Name ? +
Payment Plan Options + +
Reduced Anxiety ? -
Service Quality + -
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28. STEP #2: Estimate the Force of Each Claim
Claims of Value Appeal Exclusivity
Reliability + -
Payment Options ? +
Lowest Rates + +
Brand Name ? +
Payment Plan Options + +
Reduced Anxiety ? -
Service Quality + -
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29. STEP #2: Estimate the Force of Each Claim

We teach a more in-depth
process for identifying and
evaluating your claims of
value in the Value
Proposition Development
Course.
Value Proposition Worksheet
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30. STEP 3: Test within Subject Lines (Round 1)
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31. STEP #3: Test within Subject Lines (Round 1)
Value Proposition Testing Process
Top Claims of Value Subject Line (SL) Testing of Value Body Copy (BC) Testing of Value
Proposition Proposition
VP #1 SL 1-1 SL 1-2
VP #2 SL 2-1 SL 2-2
VP #3 SL 3-1 SL 3-2 BC-1
VP #4 SL 4-1 SL 4-2 BC-2
VP #5 SL 5-1 SL 5-2 BC-3
VP #6 SL 6-1 SL 6-2
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32. STEP #3: Test within Subject Lines (Round 1)
 Experiment ID: Protected
Location: MarketingExperiments Research Library
Test Protocol Number: TP2092
Research Notes:
Background: Large Financial Institution
Goal: To determine which claim of value will generate the greatest response
Primary research question: Which subject line will produce the greatest
open rate?
Approach: A/B Multifactorial split
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33. STEP #3: Test within Subject Lines (Round 1)
CLAIMS SUBJECT LINES
Lowest Rates S/L: Mortgage Rates under 2.7%.
Find a solution in minutes.
S/L: Own Your Home Sooner
Payment Options with Free Bi-Weekly Payments
Brand Name S/L: Discover the Advantages
of [Brand Name] mortgages
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34. STEP #3: Test within Subject Lines (Round 1)
Claim Subject Line OPR
Low Rates Mortgage Rates below 2.7%, find a solution in minutes 19.28%
Low Rates Low mortgage rates – starting under 2.7% 18.58%
Hidden Fees Low mortgage rates with no points or hidden fees 18.10%
Payment Plan Own your home sooner with free bi-weekly payments 20.99%
Brand Name Buying or Refinancing? Check out [Brand Name] 17.16%
Brand Name Discover the advantages of [Brand Name] mortgages 19.80%
Community Looking for a lower mortgage rate? You’re not alone. 18.08%
Anxiety Spending too much on your mortgage? 18.22%
Anxiety Getting the lowest mortgage rate? 19.37%
Anxiety Mortgage payments too high? 18.67%
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35. STEP #3: Test within Subject Lines (Round 1)
Claim Subject Line OPR
Low Rates Mortgage Rates below 2.7%, find a solution in minutes 19.28%
Low Rates Low mortgage rates – starting under 2.7% 18.58%
Hidden Fees Low mortgage rates with no points or hidden fees 18.10%
Payment Plan Own your home sooner with free bi-weekly payments 20.99%
Brand Name Buying or Refinancing? Check out [Brand Name] 17.16%
Brand Name Discover the advantages of [Brand Name] mortgages 19.80%
Community Looking for a lower mortgage rate? You’re not alone. 18.08%
Anxiety Spending too much on your mortgage? 18.22%
Anxiety Getting the lowest mortgage rate? 19.37%
Anxiety Mortgage payments too high? 18.67%
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36. STEP 4: Test within Body Copy (Round 2)
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37. STEP #4: Test within Body Copy (Round 2)
Value Proposition Testing Process
Top Claims of Value Subject Line (SL) Testing of Value Body Copy (BC) Testing of
Proposition Value Proposition
VP #1 SL 1-1 SL 1-2
VP #2 SL 2-1 SL 2-2
VP #3 SL 3-1 SL 3-2 BC-1
VP #4 SL 4-1 SL 4-2 BC-2
VP #5 SL 5-1 SL 5-2 BC-3
VP #6 SL 6-1 SL 6-2
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38. STEP #4: Test within Body Copy (Round 2)
 Experiment ID: Protected
Location: MarketingExperiments Research Library
Test Protocol Number:
Research Notes:
Background: Large Financial Institution
Goal: To determine which claim of value will generate the greatest response
Primary research question: Which email will produce the highest
clickthrough rate?
Approach: A/B Multifactorial split
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39. STEP #4: Test within Body Copy (Round 2)
Version A
Payment Options
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40. STEP #4: Test within Body Copy (Round 2)
Version B
Customer Service
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41. STEP #4: Test within Body Copy (Round 2)
Version A – Payment Options Version B – Customer Service
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42. STEP #4: Test within Body Copy (Round 2)
241% Increase in clickthrough rate
Version A generated a 240.7% higher clickthrough rate than Version B
Relative diff
Subscription path CTR
v. control
Version A: Mortgage Payment Options 1.44% 240.7%
Version B: Customer Service 0.42% -
 What you need to understand: The emailon customer service by 240.7%.
options outperformed the email focused
message focused on payment
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43. STEP #4: Test within Body Copy (Round 2)
How did we infuse different value
propositions into the body copy?
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44. STEP #4: Test within Body Copy (Round 2)
Overcoming Challenges
Five Key Parts:
1. First Sentence
2. Featured Bullets
3. Bolded Phrases
4. Call-to-Action
5. Post-Script
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45. STEP 5: Interpret and Implement
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46. STEP #5: Interpret and Implement
Value Proposition Testing Process
Top Claims of Value Subject Line (SL) Testing of Value Body Copy (BC) Testing of
Proposition Value Proposition
VP #1 SL 1-1 SL 1-2
VP #2 SL 2-1 SL 2-2
VP #3 SL 3-1 SL 3-2 BC-1
VP #4 SL 4-1 SL 4-2 BC-2
VP #5 SL 5-1 SL 5-2 BC-3
VP #6 SL 6-1 SL 6-2
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47. STEP #5: Interpret and Implement
Three Critical Questions for Test Interpretation
Question #1: What was the financial impact of the test?
Question #2: What did we learn about our customer?
Question #3: Where can we apply these insights?
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48. STEP #5: Interpret and Implement
451%
302%
603%
257% 28%
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49. Summary of Steps
5 Simple Steps for Testing Value Proposition with Email
STEP 1: Identify Potential Claims of Value
STEP 2: Estimate the Force of Each Claim
STEP 3: Test within Subject Lines (Round 1)
STEP 4: Test within Body Copy (Round 2)
STEP 5: Interpret and Implement
#webclinic

50. Summary of Steps
Value Proposition Testing Process
Top Claims of Value Subject Line (SL) Testing of Value Body Copy (BC) Testing of Value
Proposition Proposition
VP #1 SL 1-1 SL 1-2
VP #2 SL 2-1 SL 2-2
VP #3 SL 3-1 SL 3-2 BC-1
VP #4 SL 4-1 SL 4-2 BC-2
VP #5 SL 5-1 SL 5-2 BC-3
VP #6 SL 6-1 SL 6-2
#webclinic

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