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9Feb/120

6 Steps to Effective Email Testing – Tip 1

Email marketers list testing as one of their top priorities year after year. However, most do no testing at all. At the very least, they rely on unscientific tests and their instincts to determine which subject line, offer, or creative will perform the best.

Testing is not a short-term silver bullet that will solve all your problems. You can't run a few tests and expect your program to hum along profitably for years. What worked well last year probably will not work now.

Marketers who test effectively to achieve significantly higher open rates, click-through rates, and conversion rates are disciplined to run A/B split tests in every email campaign and committed to making changes in their program that make a difference.

In this column, I will explore six steps to effectively test your email marketing campaigns.

Step 1: Ask a Question

What are you hoping to achieve? Determine a specific objective to accomplish for each email campaign. Don't attempt to achieve multiple objectives with one blanket approach.

A series of small steps can be easy to test and analyze. Structure your thinking this way: "I'd like to...":

  • Have more people open my messages.
  • Have more people click through to the engine.
  • Reengage with historically inactive people.
  • Have people click on a specific area, topic, or action.
  • Drive more conversions.

 

http://www.clickz.com/clickz/column/2144332/steps-effective-email-testing

Mike Hotz  |  February 8, 2012

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