Appeal and Source setup for testing offers

Beth,

I think you’re better off leaving as much generic as you can in your dropdowns, and being specific in your source names instead.

I think that if you’re going to always use one appeal for all of your offers, then your Appeal Category is fine – that’s pretty broad.  (We set our appeal categories as Single Ticket, Subscription Renewal, Education, etc., but I think it’s fine to go the way you’re thinking, as well.)

I think your source groups are fine if you’re planning on reusing them – if you’re sending out more than one Direct Mail offer in a year, you can lump those altogether using that specific source group – same goes for email offers.  If you wanted to get even more generic, you could just make the group “Direct Mail” “Email”, “Other”, etc., so you can use that group for all your emails, and not just the ones with offers.

I think the Media Type might serve you better to leave way more generic, so, as you mention, you can reuse them in the future for other sources.

You can be as specific as you want in your source names, and since you’ll have one source for each different group, and Tessitura has many ways of reporting on individual and multiple sources at the source level, as well as the appeal level, there’s no need to make the other fields specific to this particular test. 

HTH,

Christy

Christy Carlson | Sales Director | 206.443.2210 x1003| Fax: 206.443.2379
SEATTLE REPERTORY THEATRE | www.seattlerep.org | 155 Mercer Street, PO Box 900923, Seattle, WA 98109 | In Lower Queen Anne at Seattle Center
ON SALE NOW | Dancing at Lughnasa Nov. 12-Dec. 5, 2010 | The K of D, an urban legend Jan. 14-Feb. 20, 2011
Seattle Rep is closed on Mondays
twitter.com/seattlerep | facebook.com/seattlerep | blog.seattlerep.org

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Hi all,

I'm doing my inaugural offer test in Tessitura!  I'll be splitting the group in question into 3 segments using an extraction; 1 segment will get a postcard, 1 segment will get an email, and 1 segment won't get anything.  Then the results testing shall begin!

I'd love some recommendations about how I might set up my appeal and source structures.  Here's my current plan, along with my questions:

One appeal for all 3 segments (obviously).

Appeal Category: Member Offers (meant to be used for either mail or email into the future).  Does this make sense?  Or is there a better way to do this?

Source group: One for each segment: Direct Mail Offers/ Email Offers/ Control Group - No Offer.  Again, make sense?

Media type: One for each segment: Direct Mail Jan 2011; Email Jan 2011; Control Group Jan 2011.  This is a very specific approach; would I be better off doing a more general "Direct Mail, Email and Control" set and re-using them in the future?

Thanks everyone - I want to make sure to do this right!

Beth

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Beth,

I think you’re better off leaving as much generic as you can in your dropdowns, and being specific in your source names instead.

I think that if you’re going to always use one appeal for all of your offers, then your Appeal Category is fine – that’s pretty broad.  (We set our appeal categories as Single Ticket, Subscription Renewal, Education, etc., but I think it’s fine to go the way you’re thinking, as well.)

I think your source groups are fine if you’re planning on reusing them – if you’re sending out more than one Direct Mail offer in a year, you can lump those altogether using that specific source group – same goes for email offers.  If you wanted to get even more generic, you could just make the group “Direct Mail” “Email”, “Other”, etc., so you can use that group for all your emails, and not just the ones with offers.

I think the Media Type might serve you better to leave way more generic, so, as you mention, you can reuse them in the future for other sources.

You can be as specific as you want in your source names, and since you’ll have one source for each different group, and Tessitura has many ways of reporting on individual and multiple sources at the source level, as well as the appeal level, there’s no need to make the other fields specific to this particular test. 

HTH,

Christy

Christy Carlson | Sales Director | 206.443.2210 x1003| Fax: 206.443.2379
SEATTLE REPERTORY THEATRE | www.seattlerep.org | 155 Mercer Street, PO Box 900923, Seattle, WA 98109 | In Lower Queen Anne at Seattle Center
ON SALE NOW | Dancing at Lughnasa Nov. 12-Dec. 5, 2010 | The K of D, an urban legend Jan. 14-Feb. 20, 2011
Seattle Rep is closed on Mondays
twitter.com/seattlerep | facebook.com/seattlerep | blog.seattlerep.org

Please consider the environment before printing this e-mail  

Hi all,

I'm doing my inaugural offer test in Tessitura!  I'll be splitting the group in question into 3 segments using an extraction; 1 segment will get a postcard, 1 segment will get an email, and 1 segment won't get anything.  Then the results testing shall begin!

I'd love some recommendations about how I might set up my appeal and source structures.  Here's my current plan, along with my questions:

One appeal for all 3 segments (obviously).

Appeal Category: Member Offers (meant to be used for either mail or email into the future).  Does this make sense?  Or is there a better way to do this?

Source group: One for each segment: Direct Mail Offers/ Email Offers/ Control Group - No Offer.  Again, make sense?

Media type: One for each segment: Direct Mail Jan 2011; Email Jan 2011; Control Group Jan 2011.  This is a very specific approach; would I be better off doing a more general "Direct Mail, Email and Control" set and re-using them in the future?

Thanks everyone - I want to make sure to do this right!

Beth

This message was sent automatically to you by www.tessituranetwork.com because you subscribed to the Tessitura Marketing Forum. You may reply to this message to post to the Marketing forum or visit the site to search, read and post to the forums. In the interest of keeping the forum posts from becoming cluttered, we encourage you to delete previous message text from your reply before sending. Thank you!