E-Commerce Link : Test for Success

Improve your results one e-mail at a time

• Placement of the second column. Many e-mail marketers use a two-column design. The smaller column could include supplemental information, product features, banner ads or other information about what’s happening on the site. Understand whether a smaller left or right column works for you.
• Inclusion of main site navigation. Do results improve if you add major departments, a search box or inclusion of your 800 number? If you already include this information, conduct a test omitting this information.
• Landing pages. Experiment with the content and design of your landing pages. Hint: Often the simplest designs work best.
• Long vs. short copy. Whether you have a promotional or informational e-mail program, you can test whether your audience prefers longer descriptions and articles, or more concise copy. Obviously, you need to provide enough content to whet the appetite to click through, but some people want to be romanced or provided a fuller picture.
• One image vs. multiple images. Here you want to try the complete opposite of what you regularly do. If you usually have one strong featured image, try multiple images—or the reverse.
• Segmentation. Reports consistently show that marketers who use some segmentation see a higher return on investment. If you haven’t done this in the past, you’re missing out on a big opportunity. Try it! And this doesn’t have to be overwhelming. Start with just a few segments based on what you know about your list, and tailor your offers or content based on this information. You will need to measure this over time.
• E-mail to third-party lists. There are slow and steady improvements in lists available for acquisition and lead generation. Even if you have tried this in the past, now may be the time to test the waters again.

You’ve heard the adage, “Nothing ventured, nothing gained.” Testing to understand what works best with your audience yields results. Let me leave you with one example that I hope will inspire you. One marketer with an e-mail list of 3 million needed to test an important offer. It selected 10 percent of its list and tested 30 different variables to find the winning subject line, offer and design configuration. The winning combination worked extremely well.

You don’t have to be as complex in your planning, but make a resolution to test.

Regina Brady is president of Reggie Brady Marketing Solutions, a direct and e-mail marketing consultancy. She can be reached at (203) 838-8138 or reggie@reggiebrady.com.

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