Email marketing is an exceptionally competitive platform, but to get the most out of it, it is important to test the most effective ways of engaging with consumers. Email is also one of the easiest means of carrying out market research as it gives measurable results quickly and cost effectively.
Consumer behaviour is continually changing so by testing offers, fresh campaigns, competitive pricing and bold headlines will keep you in the game, not only increasing the traffic to your site but providing a boost in sales.
If you need guidance there are services available with split testing tools, which are capable of setting up different formats for your emails so that you can send different versions out at any one time.
Consider the following when testing new strategies:
1.) Number of links in the email – click through conversion rates?
The amount of links in one email will have a direct effect on what the reader chooses to click through – You need to devise tests; see how the click through rates would differ from an email that consists of 2 links and another that may have 4. Too many and it may confuse the key message, not enough may mean you miss out on opportunities that would benefit you in the long run. The primary goal here is to direct people to where you want them.
2.) Subject line V higher open rates?
To make an impact you need a subject line which will ensure that your open rates are impressive. Testing is key as the subject line is your main approach to influence your consumers. Such testing could be re-wording the same offer so that it is more direct or more comprehensive, using punctuation etc
3.) How does the link appear?
Is it that customers are more likely to click on something which is hyperlinked?
Or something which is written via a personal URL? Test and discover which works better for your target demographic.
4.) Do we need to include a signature?
Email marketing has always been focused on consumer relationships so do we add a signature or not? If you have never included a signature give it a go; if you have, try and remove it or maybe use a different signature altogether. Most think that including a signature implies formality but it can add a personal touch if a marketing message appears to come from an individual, which may indeed trigger a greater response.
5.) Committed to using images?
Images can make your emails look better visually by allowing them to stand out in people’s inboxes but can also affect the display of your overall email with particular email providers. Testing an identical email with and without images will allow you to compare which has the higher click through rates as a percentage.