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Testing to Improve the Effectiveness of Your Email Marketing Campaigns
By: Wendy Lowe, Camapaigner, Director of Product Marketing
Mark Brownlow, Email Marketing Reports, Web Publisher Here are a few key points that I thought I'd pass along concerning email marketing campaigns. Why is testing important? - See what is working and what is not working
- Make educated decisions (tracked and measured over time)
- Learn more about your audience
- Increase conversions
Six Steps for Testing Emails
Set objectives (What are you trying to accomplish?)Develop a testing plan (What elements are you testing and when?)
Test (A/B Testing or Multivariate Testing)Track and analyzeTweak for next sendRepeat (Adopt a testing philosophy!)Suggestions for what to test in your email marketing campaign: subject lines, from email address and from name, offers or calls to action, send time, day of the week sent, creative copy, creative layout, landing pages, etc. Make sure that when you are testing emails, you are tracking your results and implementing what you have found into future campaigns. Don't do all the work without making any changes. Use what you have learned and execute it in the future. Kristina Kerns, Graphic Designer.
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