6 Steps to Effective Email Testing – Tip 6
Step 6: Make Changes
Commit to making at least one change in each campaign. How would you finish this sentence? "I need to...":
- Change my from name.
- Change my subject line.
- Change specific words.
- Change the subject line format.
- Add content.
- Decrease content and simplify.
- Increase clickable areas or links.
- Highlight actionable items more.
- Change copy.
- Modify the layout.
The Last Word
Keep it simple. Initially, test only one area at a time to maintain simplicity and establish a testing regimen. Base your prioritization of success factors on the easiest things to test that will result in the best return.
Establishing a test regimen is the key to unlocking higher open, click, and conversion rates. But don't stop with just one test. Far-reaching conclusions based on one test are not predictive.
Repeat tests where possible over a set time period. Aim for at least three controlled tests before drawing a meaningful conclusion. This will keep you on track for continual growth and improvement in your email marketing program.