Nov 112016
 

You may know of the countless explanations on MYGERMANSHEPHERD.ORG why what you feed your dog has the biggest impact by far on the health, longevity, and happiness of your dog. And thus on dog behavior too.

What you may not know - unless you have subscribed to the MyGermanShepherd Periodical - is that we allow (not force) subscribers to manage their own dog's details in the global German Shepherd Dog database that we maintain for research reasons (and we also share these anonymous dog details via the Periodical).

dog food choicesThanks to this global dog database we know for example:

  • the percentage of GSD owners who say they raise their dog primarily on tin food
  • the percentage of GSD owners who say they raise their dog primarily on butcher supplies
  • the percentage of GSD owners who say they raise their dog primarily on homecooked food
  • the percentage of GSD owners who say they raise their dog primarily on kibble

(I was surprised to learn that the term kibble is not that common in the UK as I thought, a Scottish neighbor asked me "What is kibble?" and I replied "kibble is just the short word for commercial dry dog 'food'.")

Like tin 'food' is just the short word for commercial moist dog 'food'.

Anyway, given our insight on how many GSD owners feed what, it is of course interesting to see what percentage of GSD owners in each group show interest in thinking about what they feed their dog (when you open an email about "dog food" you, at least briefly, reflect on what you feed your dog).

And so on 4 Nov 2016 we started a four-stage split campaign to MyGermanShepherd Periodical subscribers, and we feel the split campaign design and results may interest you too? Krystal finds it very interesting indeed. :grin:

So here you go. Overall results:

split campaign results

1Sends to subscribers who say primarily they "feed tin food"

Split campaign type: Subject line variation

split campaign subject line variation

You see that this subject line is the winner: [55 examples] table scraps for *|TITLE:DOGNAME|*.

20.7% opened it, and 6.9% actually clicked to see the first Daily Dog Meal with homecooking explanations.

You might conclude that the 80% who didn't even open the email aren't interested in anything food-related for their dog, but it isn't that simple: on vacation, accidentally binned, "no time", bigger worries, no longer a dog, or really no interest?

2Sends to subscribers who say primarily they "feed butcher supplies"

Split campaign type: Content variation with the winning subject line

split campaign content variation

overall winning emailYou see that the winner is:

  • the email with the earlier winning subject line: [55 examples] table scraps for *|TITLE:DOGNAME|*
  • and the top content line repeating this subject
  • and the top photo showing the actual Daily Dog Meal

36.1% opened it, and 16.7% actually clicked to see the first Daily Dog Meal with homecooking explanations.

3Sends to subscribers who say primarily they "feed homecooked food"

Split campaign type: New subject line variation with the new winning content

split campaign new subject line variation

You see that the winner is:

  • the email with the top content line being the earlier winning subject line: [55 examples] table scraps for *|TITLE:DOGNAME|*
  • and the top photo showing the actual Daily Dog Meal
  • and the subject line now: [look in this bowl] Table scraps dogs love! (scraps cost us nothing)

21.4% opened it, and 8.3% actually clicked to see the first Daily Dog Meal with homecooking explanations.

You see that the earlier winning content better be still combined with the first winning subject line: [55 examples] table scraps for *|TITLE:DOGNAME|*. But maybe some different content is even better? Let's see.

4Sends to subscribers who say primarily they "feed kibble"

Split campaign type: Final content variation with the first winning subject line

split campaign new content variation

kibble feeders winning emailYou see that the winner in our final split campaign is:

  • the email with the first winning subject line: [55 examples] table scraps for *|TITLE:DOGNAME|*
  • and the top content line repeating this subject
  • and the top photo showing the actual Daily Dog Meal
  • and above this photo an explanation (see email copy)
  • and below this photo a bit more explanation (see email copy)

21.4% opened it, and 6.4% actually clicked to see the first Daily Dog Meal with homecooking explanations.

In summary

  • The first winning subject line continues to be the best: [55 examples] table scraps for *|TITLE:DOGNAME|*
  • and the top content line should repeat this subject line (in our test)
  • and the top photo should show the actual Daily Dog Meal (the purpose for sending the email)
  • but additional text above the photo does not improve performance (in our test)
  • and likewise explanatory text below the photo does not improve performance (in our test)

How we know this?

Because even the best email in this split campaign performs worse than the best email in the earlier split campaign, the one shown under 2) above.

But are results like these conclusive?

dog food choicesNo. Because it may very well be that the overall winning email design and content that we sent out to "butcher supplies feeders" only won because this particular group of dog owners has the most interest in adding our photographed "table scraps" to their dog's meal of "butcher supplies".

Or it may be that we need to give recipients more time to see and open the email (unlikely).

Or small differences in the design (text and image layout for example) had considerable impact (unlikely), or whatever.

Yet, it's pretty clear that these results aren't pure coincidence.

 

5What do YOU think are the reasons for the different open and click rates of these four distinct groups of dog owners?

And what made

  • tin food feeders become tin food feeders?
  • butcher supplies feeders become butcher supplies feeders?
  • homecooked feeders become homecooked feeders?
  • kibble feeders become kibble feeders?

Do you know for yourself? Why do you primarily feed your dog what you primarily feed your dog?

Super interesting topic, isn't it?

 

P.S.: If you don't usually like to speak out, you can still quietly reflect on

  • what you primarily feed your dog
  • and how do you fit in with the above results?
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 Speak your heart out

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Disclaimer: Always apply your own common sense when you follow anyone's suggestions. As much as your dog is special (s)he may react different too.

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