Catch the E-mail Testing Bug!
No doubt you’ve read many articles touting the benefits of testing variables within your e-mail marketing campaigns. Testing can lead to results that include, for example, improved clickthrough rates and increased sales. That is why it’s so exciting to learn about people catching the e-mail testing bug.
Recently, I received the following note from a marketer: “Testing does matter. I just looked at the results from my first A/B split test, and the subject line I made up had a 40 percent higher clickthrough rate than the one written by our communications department.” Through testing, she had hit on a winning tactic.
Beyond Subject Line Testing
Most e-mail marketers catch the testing bug when they see results from a subject line test—a fast and simple test to implement. This is the first step on the path to a broad range of factors you can test to improve the effectiveness of your e-mail programs.
In e-mail marketing, you have the ability to track each step of your customers’ engagement with your messages, which in turn provides incredible insights and opportunities for improvement. You can detect if customers opened an e-mail, as well as what they did once the messages were opened. For example, did they click on a link or multiple links, and which ones? Did they complete a survey or forward the e-mail to someone else? Once your e-mail tracking is integrated with Web analytics tools, you gain insight into post-click activity and conversion data. Do the links in your e-mail direct people to the correct landing pages? Do they act on the call-to-action on your landing page, or do they search for something else? Ultimately, do they do something that impacts your bottom line, like making a purchase, calling a sales rep or registering for an event? Each of these pieces of information provides you with opportunities to provide better service to customers and impact your bottom line through testing and optimization.