Part I The Ann Taylor daily marketing emails typically deploy every morning at 6:30 AM EST...

 

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Part I The Ann Taylor daily marketing emails typically deploy every morning at 6:30 AM EST to all U.S. subscribers. However, there is opportunity to test geo-targeting these daily marketing emails to deploy at 6:30 AM local time to their respective U.S. time zones to see if we can expect a significant lift in email performance. To test impact to performance, we set up a split A/B test for our Central and Pacific segments - the variable of the test being the deployment send time as 6:30 AM for their respective local time zones versus the control of 6:30 AM EST. Direct response metrics are below from these tests. Test Results: Time Zone Deployment Time Audience Size Open Rate CTR CVR Revenue AOV East Coast 6:30AM ET 3,675,249 12.44% 1.15% 2.01% $ 69,978 $111.61 Central 6:30AM ET 598,312 14.57% 1.48% 2.24% $ 15,364 $112.97 7:30AM ET Central (6:30AM CT) 598,311 16.23% 1.91% 2.40% $ 19,190 $ 89.73 Pacific 6:30AM ET 208,439 13.42% 1.24% 2.04% $ 4,544 $ 108.19 9:30AM ET Pacific (6:30 AM PT) 208,440 16.98% 2.14% 2.36% $ 7,087 $ 103.70 Part I Questions 1. What insights can we draw from the direct response metrics from the test? 2. What are the key KPIs that we should be looking at to measure performance? 3. What would you suggest are the next logical steps to confirm our assumptions? Part I The Ann Taylor daily marketing emails typically deploy every morning at 6:30 AM EST to all U.S. subscribers. However, there is opportunity to test geo-targeting these daily marketing emails to deploy at 6:30 AM local time to their respective U.S. time zones to see if we can expect a significant lift in email performance. To test impact to performance, we set up a split A/B test for our Central and Pacific segments - the variable of the test being the deployment send time as 6:30 AM for their respective local time zones versus the control of 6:30 AM EST. Direct response metrics are below from these tests. Test Results: Time Zone Deployment Time Audience Size Open Rate CTR CVR Revenue AOV East Coast 6:30AM ET 3,675,249 12.44% 1.15% 2.01% $ 69,978 $111.61 Central 6:30AM ET 598,312 14.57% 1.48% 2.24% $ 15,364 $112.97 7:30AM ET Central (6:30AM CT) 598,311 16.23% 1.91% 2.40% $ 19,190 $ 89.73 Pacific 6:30AM ET 208,439 13.42% 1.24% 2.04% $ 4,544 $ 108.19 9:30AM ET Pacific (6:30 AM PT) 208,440 16.98% 2.14% 2.36% $ 7,087 $ 103.70 Part I Questions 1. What insights can we draw from the direct response metrics from the test? 2. What are the key KPIs that we should be looking at to measure performance? 3. What would you suggest are the next logical steps to confirm our assumptions?