Catch the E-mail Testing Bug!
• Day/time sent. Do you notice more clickthroughs on Tuesdays than on Saturdays, more at noon than at 5 p.m.?
• Offers/call-to-action. Which works best? Half Off? Fifty percent off? Two for one? Should offers have a limited time frame? Should you ask for the sale, or just a demo?
• Segmentation. How does response change when you target smaller segments? How can segmentation models be optimized?
• Topics/content. What topics get people excited? Observe the links that your customers click most frequently and give them more of what they want.
• Length of copy. Short and sweet or lots of details?
• Copy tone. Which tone is going to get people the most engaged with your e-mail? Cheerful? Serious? Funny? Who thought insurance advertising would take a comical tone? But Nationwide Insurance has been successful with its “life comes at you fast” campaign. Use e-mail to test out those wild new ideas.
• Creative elements. What is the effect of changing creative elements such as images, colors, fonts, response buttons or layouts? Should you use bullets or numbered lists? Which elements have an impact? Which elements don’t?
• Pricing. What price point optimizes profit? Test the balance between higher number of sales and higher margin.
• Navigation. Should you include site navigation in your e-mail? Or does it distract customers from the main message?
Conversion. Once people have clicked through, is there a clear path to conversion? If you’re successful at getting people to open and click through on your e-mails, but conversion rates are low, then the answer probably is no. In this case, forgo e-mail testing for awhile and focus on optimizing your site and/or landing pages. Ensure that the messages that are working in the body of your e-mail are carried through on your site. For example, if an e-mail link takes customers to a general content page that requires them to search for the information they expected to find, you are likely to lose those customers. There need to be visual clues that customers are in the right place, and the information promised in the e-mail should be prominent on the landing page. If these basic elements are in place, and there is still a conversion issue, then more robust optimization is required to look at the call to action, pricing, product or service descriptions, and site usability.