Testing Your Email Marketing Campaign
Before any email marketing campaign is sent out entirely it is highly recommended that companies test their mailers. This not only allows marketers to identify any problem areas, it can also help them establish which subject lines, content or even colour schemes will be more likely to yield the desired results. Sending out email marketing campaigns before testing them is essentially the same as taking a gamble – you’ll never know whether you are sending out the best, most optimised campaign you could be sending or whether the campaign is doomed to fail. In order to avoid the latter, testing is a necessary albeit often confusing and slightly tedious part of campaign management. So where to begin when testing a campaign and what exactly should you be testing?
Subject lines are one of the deciding factors to whether your email marketing campaign will be successful or not. Many brands spend hours deciding which one will be best suited to the campaign; reflect the tone and spirit of the brand while also avoiding those ever present spam filters. One of the ways to see whether the subject line is a winner or not, is to test it using the A/B testing method.
A/B testing involves sending two different versions of the email with everything the same, save for the factor you wish to test – in this case the subject line. By doing this you’ll be able to clearly see which subject line people reacted to with more interest or which one they ignored. Use the insights you gain by carefully analysing your open rates to construct similar subject lines in the future.
Body Content Test
The next thing a subscriber will see is the body content of the email itself. This is of course the most complex part of the email and can include all manner of factors ranging from the text copy, to the layout and colours as well as the formatting and content. Once again it is wise to send out a split test campaign to test the waters. Many companies these days are doing split testing to see whether their rich media HTML mailers are faring better than plain text mailers. This is due to the increasing popularity of mobile email and the fact that HTML mailers often don’t display well or even at all on some smart phones.
Email Landing Page Test
Once recipients open your email and then click through on the links, it’s vital to have a landing page that will guide them to the final conversion. It’s very important not to just chuck users onto your home page or category page. In order to guide the subscriber through the buying cycle, you’ll need to create (and test) different email campaign landing pages that are consistent with the subject line and body content. Things to consider for different landing pages: when you will be displaying shipping costs, payment methods etc.
Testing your brand’s email campaigns will allow you gain more insight into what you could be doing differently or better In order to service the needs of your consumers and to ultimately drive conversions. By implementing these strategies tour brand will be producing campaigns that are more practical, more engaging and hopefully even more successful.