Rationale
PART 1
For the first part of this assignment, the email marketing campaign utilizing MailChimp, we were tasked to create a mockup of two different email communications for use in the A/B testing on behalf of the brand “PetSafe Pet Insurance”. Working with Mail Chimp turned out to be a rather intuituve and fun experience. I chose to work with the target audience segment of first-time customers with my email campaign. Due to this, I chose to focus more on how the company’s services could help the user by telling them a story. I included the story of “Jackie”, the adorable Jack Russell and how Jackie had her favorite bear that became a little too tempting as she ate the whole thing. Of course, owners can’t know when something like this is going to happen. This caused a very expensive surgery and hospital bill to arrise which would have caused a lot of stress to the owner. That is where PetSafe Pet Insurance gets to storm in as the hero because they protected this person’s pet by paying for most of the bills. Also included was an offer to save “45% off on your pet’s first veterinary bill” but only when you join the PetSafe Pet Insurance program. I thought that this would be a good incentive for someone to stop and read the rest of the email but to convince them to look at PetSafe’s plans. Aside from this, a small GIF was included in the very beginning of the email which could help make it seem more engaging.
But we’re talking about A/B testing in this module. So, where did I do that? In Version B (on the right hand side of the first page of this document), I changed the heading. Instead of it reading “When you become a first-time customer at PetSafe Pet Insurance… Save 45% off on your pet’s first veterinary bill”, it now says, “When you join the PetSafe Pet Insurance family… save 45% off on your pet’s first veterinary bill.” The reason why I chose to change the headline here is due to the length of the sentences. Some people may like the idea of “joining a family” as it makes them feel closer to the company’s brand. Moreover, the sentence structure for the first version felt like it could have been a tad too long. This is where A/B testing would allow me to find out if one version is better than the other.
PART 2
For the second part of this assignment, we were given the task to design a Valentine’s Day Facebook ad for PetSafe Pet Insurance to split-test. In terms of the design, I felt like creating a Valentine’s looking card would be the way to go. This is stemming from an old childhood memory that many of us may have where we were given Valentine’s Day cards with cute animals and puns on them in elementary school. I felt like the dog dressed up with a bowtie was already cute when paired with the idea of Valentine’s Day, which is a holiday that many would dress up for. Secondly, I played upon humor with my concept of writing that “Dad wants you to walk me and pickup my poo.” Many people like to call themselves “dog parents”, which this post plays upon but also pits the couple against each other like a kid would when they want something. In terms of design, the idea of Valentine’s day was bringing up a popular love poem, “Roses are red, violets are blue” and including a heart with “XOXO”. The text on the header also says “Happy Valentine’s Day!” which adds to the concept. The Call to Action (CTA) is also labeled as “Sign Up.”
Version A, the one on the left, states, “Tell your pets #HappyValentinesDay by protecting their health with PetSafe Pet Insurance.” Version B, the one on the right, states, “Wishing all pet lowers a paw-some #ValentinesDay this year! Love, PetSafe Pet Insurance.” Both of these do mention the brand, but Version B has more of a spunk to it because it uses a pun and feels more genuine. Version A feels more on the professional and serious end. I changed the caption as my way to split test this Facebook post as it can make or break a post. If the caption is not well written, it is less likely to get likes which takes away from the concept of trying to go viral.
Images Used:
Photo by Marieke Koenders (@mariekek) on Unsplash.com
Photo By: Laura Stanley on Pexels.com