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In my last post I highlighted the hierarchy of testing, paying particular attention to lists and keeping your data up to date. In this post I am going to highlight some of the aspects you should test when sending email campaigns.
Two of the most important elements to success of email is what you put in the 'From' field and the 'Subject line' of your email (see previous posts for more details on this). So it only stands to reason that we should test what we include in these fields.
If you use an email service provider to send your emails then most of them should have the ability to be able to send A/B split email campaigns.
Put simply, an A/B split test means sending half of your list one email, and the other half a different one - changing just one thing/variable. Variables such as a different subject line, a different offer, different content.
Doing this enables you to find what works for you, by finding out what YOUR customers want and need. What they find relevant and useful. After all, only by being genuinely relevant will you keep the relationship with your customer/supporter alive.
So if you are including a special offer within your email such as a free guide or download, then highlight this in the subject line. Don't rely on readers (or make it hard for them) to find the good stuff by scrolling through all your body copy. Lead with it in the subject line.
Just take a look at the two subject lines below:
"NCVO monthly bulletin"
"NCVO bulletin: Download your free funding guide"
Which subject line do you think got the most open rates, the most clickthrough rates, and the best response – enhancing brand reputation and engagement along the way?
Yes it was the subject line that promised a benefit to the reader. It answered the question 'What's in it for me to open this email?' It created desire; it convinced the reader that this email out of all the emails they scanned in their email box was the one they should open, now - because the offer (the benefit) resonated with the target audience.
This may seem obvious but all too often in our rush to get a mailing out, the subject line can be the last thing we think about , neglecting to put any thought into the headline.
Email is possibly the easiest and best channel available for most of us to test easily and cheaply. You can see what emails are being opened and what trigger points readers are clicking on. You can't do this with direct mail pieces or with press ads. All you know with these mediums is that you got a 2% response. What about the other 98%?
With email you can get a much better picture what this other 98% did and didn't do – so use it to help make all your marketing more effective. What messages should you use? Is one offer better than another? Set out a long term strategy of what you want to achieve with your email marketing and in each email campaign look to test one thing each time. Improving just 0.5% on each campaign can mean a massive impact on your long–term ROI.
And in the current climate don't we all want that?
