Exclusive Concepts Blog

E-Mail Marketing and Social Sharing – E-Mail Thursday

Jin — Thu, 11 Mar 2010 06:00:44 +0000

You might be tempted to think that your consumers will abandon your email marketing efforts for social media. It’s an understandable concern as people tweet and Facebook every day and often. But that’s actually the opposite of what’s happening out there in email-land.

The reality is that email and social marketing work well together, and in fact, they complement one another very well. It’s not a competition; it’s a collaboration. Recent statistics shared via the Marketingsherpa Blog are very compelling:

42% of social media users check their email 4x a day or more versus just 27% of non-social media users
63% of social media users actually register the same email account for social media messages as they do for opt-in emails
49% of Twitter users have reported making a purchase online because of an email versus 33% of all email users

All in all, that paints a story that tells us social networkers are more active and engaged with their emails. So what do you do with this information? Well it’s a relatively new game for all email marketers alike, and one that’s still shaping up and changing. However, there are a few basic things that you can very easily and readily to do leverage the power of social marketing and boost your email marketing efforts.

The first is to add “social sharing” links at the footer of each and every campaign. Most of you have seen these by now, and you can see an example at the top of the screen. The vast majority of email software programs offer this simple add-on feature. This is quite a powerful viral tool – even if only a few people click on a share feature, a blurb and a link to your email is shared with each and every member of their network.

For today, I’ll focus the second tactic on Facebook since they are 400+ million users and growing, making it the largest social network today. So the action item is to post a quick comment on your Facebook page; approach it like any other status update or comment you’d make. Just include a quick headline, and then a link to the web-version of your email campaign. And the beauty of a post on anyone’s Facebook page is that they can share it with their network, and so on and so forth. This is about as viral as you can get!

I do have my 2 cents to add to this however. It is not enough to just add the functionality to share and post your email content to Facebook. Those things alone do not make a campaign viral. What makes it viral is good and interesting content – content that is worth sharing. And not to sound like a broken record, but the way to achieve this is the same trifecta of the right message to the right person at the right time.

Obviously if you have a Facebook page or a Twitter account for your business, you want to grow their membership base. And believe it or not, you can leverage your email subscriber base to help you accomplish this goal. As previously mentioned Facebook has over 400 million account owners, and it’s estimated that Twitter has 55 million unique monthly visitors. How can get your share of these rather large pies? Email. Use email as an invitation to become part of your social media fan base.

You’ve already established an ongoing relationship with your customers through your email marketing program. Encourage these loyal subscribers to engage and interact with your brand through your social media channels. How you accomplish this depends on how aggressively you want to grow your Facebook and Twitter fan base.

You can make this a secondary part of your email marketing program, using it as a consistent secondary call to action. Or you can get up the ante and create a whole campaign around growing your social media fan base. As with most things in life and marketing, an incentive provides motivation for people to take an action. Offer a future discount on a purchase or offer an entry into a sweeps to gain the most momentum you can in growing your fan base.

I hope you found this helpful. Tune in next week to learn more about getting the most out of your email marketing program!

New look, new features and simpler pricing…

Herb — Wed, 10 Mar 2010 18:37:05 +0000

We have made a number of changes to Conversion On Demand today. The most obvious is the new look of our menu system. We have organized the various links into a more logical “tree” structure. This should make it easier for you to locate what you need and keep clutter to a minimum.

We have also added a Peel Away Ads capability, that is available for no extra cost to our Daily Deal Bar users. You’ll see this as a separately available service but it’s already available to your store. Just upload the necessary images and turn the display status on. If you would like our partner EY Studios to create custom designed images for use with the Peel Away Ads please just send me an email.

Finally, we have simplified our pricing and capped the high end. You can see the details on the “My Account > Pricing” section in Global Settings.

By the way, you’ll see a discussion there of a soon to be announced new Conversions On Demand service called “The Cart Closer.” This is an exciting new capability we will be announcing very shortly that will help you boost sales revenues. We have seen great results from our test stores and will be rolling it out soon to everyone.

What Are You Looking At? – Conversion Wednesday

Dan G — Wed, 10 Mar 2010 06:00:50 +0000

So here's an another question for you: "What are you looking at?" According to some "eye tracking" testing done by BlobFisk.com, "faces are a huge draw for the eyes". The results from their testing comes in the form of heat maps and scan path overlays, of which you can see a couple examples here. The red and yellow colors indicate a higher concentration of views on that portion of the page. Images of people or anything with eyes are the first things that people generally look at on a page, and in particular, their faces. On top of that, the majority of people viewing this "individual's" eyes generally also concentrate on whatever the "person" is looking at. You'll notice in the right picture where the baby is looking at the text, a lot more concentration is focused on the text where the baby is looking and if the baby is looking ahead and out at the user, the user will generally look back at them and not really anywhere else on the page. So, presumably, faces can be used to guide a person's attention to key elements on your web pages.

In another study by Jakob Nielsen, another finding you could have probably guessed was revealed, "Most Users Are Blind to Advertising". As you can see in these heatmaps there are almost no fixations within advertisements. All viewership is on the actual content of the pages. This, of course, implies that not only will users avoid ads but that they'll avoid anything that looks like an ad, even if its not one. So if your placing promotions like the ones seen here and stacking them in your left and/or right columns you may want to rethink your strategy. The flip-side, of course, is that ads that don't look like ads, and look more like content are more likely to get views. Be careful not to be too tricky making your ads look like content, however, make sure you wage carefully your short-term revenue with your user's long-term trust.

So what changes can we now make in light of these two studys?

If you have faces on any of your webpages, direct their eyes in the direction of the content that you want to get the most appeal.
On top of that you may want to consider adding faces to pages where you want to ensure that content is being viewed.
Try limiting or restricting the use of promotions in the left and right columns and moving them to other locations such as the middle or top of the page.
Try using some unconventional methods for your ads and banners to make them look less like ads and banners more like attractive content or a native site component without misleading the user too much.

But there is only one way to be certain that your choice is the right one for improving conversion rates, and that is testing. Testing a couple variations of ad locations or face images in an AB test or Multivariate test is the only sure-fire way of finding your best change to make. That’s where we can help.

Exclusive Concepts offers a full service testing option for our clients called Conversion Booster. Through the program, we will do the work for you in analyzing your site’s data, coming up with solutions that reflect that data, and testing those solutions with AB and/or multivariate tests to maximize your increase in conversion rates. One or several of which could be by simply changing the look or location of your banner ads or adding an image of a face or two to draw the user into your site. Every idea will be conceived by thorough analysis and every hypothesis will be tested to statistical significance. Give us a call at 1-800-504-4324 if you're interested in learning more.

We would be honored to perform a free conversion audit on your qualified website today.

PPC Search Network, Partner Network and Content Network | PPC Tuesday

Chris — Tue, 09 Mar 2010 06:00:10 +0000

Today, I want to look at all of the different networks that are available to advertisers. I will not only explore the major Search Engines offerings, but also their Search Partners & Content Networks. Reviewing what they mean to your business and how they will best fit into your advertising strategy. Let’s take a close look at what Pay Per Click advertising offers.

Any fan of PPC Tuesday is already well aware of the Big Three search engines: Bing, Google, & Yahoo. They represent major portals that encompass millions of searches from users around the world.

Though this accounts for a lot of search advertising, it does not account for all of it. Search companies also license their engine to other properties that would like to offer a similar service to their smaller audience. This includes X-Box and other MicroSoft properties that are powered by Bing, as well as Facebook, and possibly iPhone’s web search in the future. Google’s search engine powers Amazon, Nintendo’s Wii, AOL, and many other sites. Yahoo went above and beyond the other search engines by providing an Open Source version of their product called BOSS, allowing developers to build on top of Yahoo’s engine.

The third component of Search Engine advertising is the content network. This represents sites that choose to have advertising listed on their site. Ads are matched based upon themes and the content of individual pages. Each of these methods provides stark differences between one another.

The major search engine portals allow you to target specific, pay for performance advertising in a way that does not offend users and is a great cultivator of business. Someone searches what they are looking for, they find that you meet their need, and a transaction is born. This brings the most volume, the most insight, and the most valuable means of advertising.

Search Partners allow you to target users of the one-off engines. It is still following the same model of responding to a query, but is important to keep in mind that they offer a different experience than the major portals. Even though the delivery is different the inventory being served is the same. This includes the ads, which are still in response to a search query, and offer the benefit of responding to a users intent, like the engines. These Partner sites usually have less volume, but can represent growing markets, including mobile devices and video game equipment. On the downside, with some search partners like Amazon, users are looking for results relevant to that domain, and can be put off being taken to another site. On the flipside, it is giving you a more targeted audience than who is searching on the major engines. Following the Amazon example, those searches are more likely to be ready to purchase than on a generic search engine. Content networks allow advertisers to offer text ads on pages that share a theme, or category, but are not targeted beyond that. When you display ads on the content network, you increase your reach way beyond search engines and can choose to target other sites where your prospective customers congregate, including Forums, Blogs, and even on competitors pages. Unfortunately, you can’t respond to any intent. Your ads are displayed there, hoping someone will divert their attention away from the content on the page, read them and click on yours. This disconnect from responding to a users search will be reflected in the performance of your content campaigns, especially when compared to search campaigns.

Now lets take a look at what methods are best, and when you would want to use these channels. For most advertisers, the major search engines are still your best bet. They offer you an audience whose volume far surpasses any other single site. Also, as I mentioned, with the engines you receive an advertising venue that is designed to serve users with relevant links to other sites. They are conditioned to trust the results, and as long your ads don’t betray that trust, you can benefit from it. Most of the major providers also have vertical search, or searches specialized around a certain topic on there domains. This allows major search engines to segment their audience based upon what they are looking for.

Partner networks is a safe addendum to search advertising. It allows your ads to still respond to searches, and you increase your reach to the different segments that are not going to the major portals. The search partner network does not allow you to target who in the network you want to utilize, its either all or nothing. In most instances we advise to opt-in to it, and only in specific cases, where the major portal needs to be solely targeted, should it be opted-out of.

The content network has many stark differences than the other two. It can (and probably will) be it’s own video subject and should not be treated the same as search. If you choose to utilize the content network, take the time to choose what sites you would like to appear on. You can usually apply demographic targeting as well, based upon a content site’s user base. This allows you to go after new audiences either before or after they turn to search. For example, if you have great prices on big name electronics, it may make sense to target product review sites, which a user may go to after searching. In other instances, someone may go to a specific forum they are familiar with before going to the search engines. Either way, it may be important to your business to target people off the search engines. Just keep in mind, search engine advertising works for a reason. You cannot expect the same results from a content network.

Lastly, in the coming months, Yahoo & Bing will finalize their partnership. It will be interesting to see how it fits in the mix. Will Yahoo eventually become a member of Bing’s search? Maybe, probably, but not in the near term. So far all reports have Yahoo as a separate search engine, in addition to Bing, but it can only be a matter of time until they are only using one set of advertising to both audiences.

I hope this has been helpful.

To Learn More about Exclusive Concepts Profitable PPC product, or any of our excellent services in our suite of online marketing offerings including our Managed Conversion Testing Service, SEO Foundation or Precision Email Marketing, please don’t hesitate to contact us.

Also, if you have specific questions about how your PPC Account is structured – including how you are taking advantage of the different networks, sign up for one of our Profitable PPC Audits, they are quick, free, and offer some great insight in how to optimize your campaign.

Thank you, this has been Chris for Exclusive Concepts Daily Concept: PPC Tuesday. I look forward to talking to you next time.

Thematic SEO Relevance – SEO Monday

Ché — Mon, 08 Mar 2010 06:00:34 +0000

With the success from last Wednesday’s webinar, Write Copy That Sells, we’re taking steps to make all the information we covered widely available. Due to popular demand, today’s video will cover the basics of thematic relevance as promised to you last week.

Speaking of webinar, don’t forget to join us during the next FREE addition to our Monthly Webinar Series, The Optimal Approach to Email Marketing, on Wednesday, March 21. And now, Thematic Relevance.

Remember the Christian Louboutin Black Patent Leather Pumps from the Webinar? Thematic Relevance is a tricky concept, but hopefully this example will help you follow along. When your pages are tied together with specific, targeted keywords, it establishes a theme throughout the site that makes your site as a whole appear more relevant to those search terms.

If you’re writing about the aforementioned Christian Louboutin Black Patent Leather Pumps for your shoe store online, your main focus for the content of that page will be the keywords associated with that specific product. That being said, you also have the opportunity to use that content as a means to strengthen other pages on your site, specifically those that exist at a hierarchically higher level to that product. The pumps in question may be part of your Christian Louboutin Shoes category, for which you have a category page optimized for the particular term “patent leather shoes.” If you use the term “patent leather shoes” on your product page, then you’re actually helping your category page rank for its term as well.

The way Google see it, the entire category or section of pages share a common theme, and the main theme is represented by this category page. At the same time, if your homepage is trying to rank for the term “shoes”, your use of this term on your product pages will help as well. This makes the term “shoes” the most thematic keyword on the site.

Still confused? Here’s a visual.

Here’s how it works. A visitor lands on your home page. The keyword on the home page is shoes, so your content should include that keyword (preferably used with an optimal keyword density, and preferably used within at least 200 words).

This visitor (who clearly has excellent taste) clicks on the Christian Louboutin category page. This category page is targeting the keyword phrase, “patent leather pumps.” The content on this page must include that keyword. However, the content should also include the word shoes a few times – not as a keyword, like “patent leather pumps,” but just as a part of the text.

Next, the visitor explores the Christian Louboutin page with glee, and clicks on the iconic black pumps. The copy on the product page is targeting the keyword phrase “designer black pumps,” but as with the category page, it would be wise to mention the keyword phrases from the hierarchically higher level pages in the copy (shoes and patent leather shoes).

Don’t let this principle scare you. Most sites actually do this without realizing it, because the site centers around a theme anyway (what business / product you’re selling or the information you’re providing). However, it certainly helps to be mindful of Thematic Relevance when creating copy.

If you need help writing winning copy for your site, Exclusive Concepts offersSEO Advanced Copywriting services that incorporate Thematic Relevance and much more into your site’s content. Call or go online for more information.

Thanks, Everyone! I hope you enjoy the rest of your Monday. We’ll see you back at The Source tomorrow for PPC Tuesday!

Google AdWords Ad Extension – Wildcard Friday

Kevin — Fri, 05 Mar 2010 06:00:35 +0000

Today’s Topic is going to cover an exciting new feature that Google AdWords provides that allows you to connect your Google shopping feed directly to your AdWords PPC Ads. It’s called the Google AdWords Ad Extension.

What is the Google AdWords Ad Extension? This is a free service that Google offers to AdWords advertisers. This extension primarily affects e-commerce businesses that are advertising through AdWords. In the example above you will see a PPC ad that has this functionality enabled. The traditional PPC text ad is present but there is then a plus/minus box that the searcher can select. When the person expands the ad they are then shown products directly related to the Text ad and the targeted keywords. The images are pulled in from the store’s Google shopping feed. The feed connects through the AdWords account and identifies the appropriate products and shows their prices as well as a link to the exact product page.

At Exclusive Concepts we view this as a huge opportunity to attract highly motivated shoppers that have now performed their initial search for Estes rockets. Moreover, it pushes the merchandising stage into the search engine itself. Now they are presented with actual product that has their pricing listed. If the person makes the decision to purchase one of the particular rockets they simply click on the link and are taken to the product page and can then add to cart! I bet you’re wondering how much Google charges for that click, right? Well…

It’s free for every click! You get an unbelievable position on the first page results and you don’t pay if a visitor clicks on the product images. So let’s take a step back: we’ve talked bout what Ad Extensions are and how they work but now we’re getting into when it matters. Well I think that this is a step in the right direction for Search. More and more online businesses are utilizing paid search in order to bring traffic to their site and garner sales. This means that there is much more competition in the paid search space. This provides a unique opportunity to set yourself apart from your competition. Many people are not utilizing this function at this point so it is a great time to get ahead of the curve.

As mentioned on the previous slide, we at Exclusive Concepts are focused on attracting qualified traffic to our clients site. By qualifying the traffic this early on in the buying process you are increasing your chances in making a sale. If you have Ad Extensions enabled for your ads you are now showing someone with genuine interest what you have to offer. If they see one of your products and they like what they see as well as the price you already have a leg up!

But to reiterate the most important incentive, at this time Google is not charging you for a click on these Ad Extensions. As long as the shopper is clicking on one of the product images it will not be charged as a cost per click. The click cost will still apply if they click on the Ad title as this is a PPC ad but the products are considered to be a part of your Google Merchant account.

The one drawback at this time is the reporting. We know that Google is working on providing more detailed reporting in time but as of now the metrics are limited. You are able to see how often your ads are shown with extensions, the expansion rates, and the percentage of clicks driven from the ad and the ad extensions. At this time there is no reported metric for sales driven in by the product extensions. In time we feel this will be addresses and add another benefit to this program.

So let’s get set up! You will have to take a few steps but in no time you can gain an edge on your competition. First you will need to log into your Google Merchant account. Once you are logged in you will click into the settings tab. Under settings you will see a link for AdWords. You will then enter your AdWords account number and hit the Add button.

You are now only a few moments away from enabling your Ad Extensions. Once you have completed the steps within your Google Merchant account you now have to go to your AdWords account. Once you are in the account you will have to go into every campaign to activate the ad extensions. Under Campaign Settings you will find the Networks, Device, and Extensions settings. Hit the Edit button for the Ad Extension option. Check the box and you will then see your Google Merchant ID number. As long as it is linked to your account save your settings and you are all set!

That’s the end of today’s wildcard Friday presentation. But before I go did you know that Exclusive Concepts offer PPC management? If you are interested in our Profitable PPC service please feel free to contact us for a free PPC Audit.

You can reach us at 1-800-504-4324

I want to thank you again for watching and have a great weekend!

Adding Humor To Your E-Mail Newsletter – E-Mail Thursday

Tim — Thu, 04 Mar 2010 06:00:51 +0000

So, when is humor a good idea for your email marketing campaigns? Well, individual email campaigns may help define that for you, but otherwise…here’s a good place to start. You may consider using humor if:

Your branding is on the casual side
Visitors who click thru to your site will have a similar experience
The products you are promoting are lacking excitement
You’re looking to maintain a solid email subscriber following & reduce un-subscribes

So what are the benefits of using humor in your emails?

Humor is memorable
Humor is “share” worthy. By that I mean, a humorous email is more likely to be spoken about and shared with others as opposed to a dry email pushing products.
Positive Branding. Humor gives you the opportunity to connect with your audience on a more personal level – an opportunity to show your customers that you’re in tune with everyday life and that you’re not simply another company trying to force buying on them.
Retention. If you’re noticing a lot of your email subscribers stick around for a while but eventually un-subcrbe…one reason may be that they simply have no reason to keep accepting your emails. Using humor now and then gives them more incentive to stay subscribed – cuz let’s face it – sending emails with product after product can only be effective for so long. Alternatively, everybody likes to laugh.

Looking at this reasoning, think of a Super Bowl ad. Is it surprising that Fortune 500 companies spend millions of dollars to air funny commercials? Do you remember or even look forward to Super Bowl ads? Have you ever talked about them with your friends? If so, how many of them were funny ads as opposed to serious ads? My guess is, the vast majority.

So how do you use humor?

The possibilities are really endless – it’s just a matter of spending a little time to put your creative hat on.

Here’s an example.

This email blast was designed to feature a number of products offered through and ecommerce store. As opposed to simply stating the purpose of the product and what it can be used for in a traditional sense, we decided to accompany an “innovative” purpose along with it.

What you’re looking at is an example of how one of these products was positioned. A relatively unexciting product used to automatically open plane doors was compared to the entry way door from “Willy Wonka and the Chocolate Factory”.

Now is this side splitting? Probably not. But it’s a lot more memorable than a product image with some bullet point specs.

I had a colleague pick some random product images to write short one-liners on. Again, are people going to be rolling on the floor laughing….probably not. But this took literally 2 minutes to do – and already it’s more appealing.

Overall, using humor within your email marketing campaigns can have a number of benefits. It’s not something you have to do every time you send an email out, but once and a while – a little humor can go a long way toward bringing a little life and effectiveness to your efforts.

That bring us to the end of today’s video, I hope you all enjoyed it. If you’d like to learn more about how Exclusive Concepts can help with YOUR email marketing efforts, give us a call at 800-504-4324.

Thanks again and enjoy the rest of your day!

Conversion Wednesday – What Is Conversion Optimization?

Dan T — Wed, 03 Mar 2010 15:35:29 +0000

Every week we cover a new lesson about conversion optimization, but this week we simply want to emphasize what conversion optimization entails and why most online stores should start engaging in this science if they truly wish to capitalize on their other strengths.

When you search for “conversion optimization”, you’ll get a few sources that will really give you insight into what this science is all about. Wikipedia and our website, Exclusive Concepts, nail it on the head. It’s the science of converting visitors into customers when they visit your site. It’s a major step in holistically growing your website and more importantly, growing your revenues. Just as you would aggressively spend on SEO and PPC traffic to your site, conversion optimization and testing will help you convert those new visitors at a more aggressive fashion as well.

Let’s look at the numbers real quickly…

Conversion Optimization speaks volumes to business owners for one main reason – the bar is set so low. The e-commerce benchmark that most e-commerce business owners hold their sites against is 1%. That means that you are consistently turning away (or rather turning off) 99 out of every 100 visitors to your website before they commit to a purchase. By simply getting 1 more of each 100 visitors to commit to a purchase, the conversion rate doubles and so does your revenue. A $5 million store jumps to $10 million through testing by becoming slightly more likeable to the hundreds of visitors that come to your website. It’s a pretty powerful science and is dramatically under-utilized by growing companies.

The approach to increasing conversions is simple because the goal is so clear. You are going to iterate your website one change at a time, making sure to only commit to those changes that create a positive impact to your conversion rate. By constantly testing new ideas and committing to those that actually increase your conversion rate, you will only see improvement and never commit to the negative changes.

This diagram helps illustrate that. Through 3 tests, the website in this example was able to discover 3 of the most ideal changes for their website and stay away from the wrong changes the entire time. Instead of making changes based on instinct, gut or just creativity – this scenario shows a commitment to staying focused on the end game. The path can sometimes be demoralizing – if you really love a change you made to your site, but it eventually decreased your conversion rate, you need to stay focused on the end game. Maybe a few changes to your idea will make all the difference and help connect creativity with profitability.

This is the format we use for our Conversion Booster service. We offer a fully managed conversion testing service to determine the best hypotheses to test and do all the work to test and track those changes. We help you keep that one goal in mind and help you achieve it.

If you’re interested in learning more about our managed conversion testing service, we’d be happy to give you all the details you need. In fact, we can help give you direction as well through our free conversion opportunity audits. Give us a call at 800-504-4324 for more information.

Thank you and have a wonderful Conversion Wednesday.

Remember the iPod Raffle from IRC Orlando? 120 Entered; 2 Lucky Winners were Chosen

Nik — Wed, 03 Mar 2010 06:00:22 +0000

Today we will announce the winners of the iPod raffle from the Internet Retailer 2010 Web Design and Usability Conference. First we want to say welcome – as a courtesy to everybody who entered our iPod raffle, we have signed you up to receive Your Daily Concept, a video blog that features tips, tricks and lessons on SEO, PPC, Conversion and E-Mail Marketing – from our team here at Exclusive Concepts.

Some highlights of our past videos including SEO Monday’s on the 3 rules of SEO Copy, the impact of unique content and Google’s QDF formula. On PPC Tuesday, we’ve covered ad text 101, optimizing PPC landing pages and good PPC structure. Conversion Wednesday’s have included how color impacts conversions on your website, identifying conversion rate bottlenecks and an interesting look at how most users don’t scroll on websites. E-Mail Thursday has covered topics of deliverability, compositions rules and a glance at who you can technically e-mail and who you cannot. Wildcard Friday covers random internet marketing topics that are very relevant to the now, and for those who want to stay in-the-know. Some highlighted topics include why and how to test site speed, using Google Buzz for SEO and a fun recap of the February installment of our monthly webinar series – this past month we focused on writing copy that sells. Next month, we’ll be covering “The Optimal Approach to E-Mail Marketing”. And now for the winners… (watch the video to see who won)

Congratulations to the winners who have already received their prizes. Thank you for entering our raffle and enjoy Your Daily Concept.

The New Conversions On Demand Communications Center

Herb — Tue, 02 Mar 2010 21:25:35 +0000

Today we are introducing our new Communications Center. Our goal is to provide you with relevant and timely information related to the Conversion On Demand platform as well as our service offerings. The Communications Center is now your new “home” page when you sign in. We’ll be updating it regularly to keep you informed as well as providing links to articles that may be of interest. We hope you find the new Conversions On Demand Communication Center a valuable addition.

Some of the key features of our Communications Center are:

New Feature Announcements
System Alerts related to our software and services
A general announcement area for message of interest to the community
Links to our most recent articles on SEO, PPC, Conversion Optimization and Email Marketing