What if you could make a slight change to one of your emails and get a 20 percent lift in opens or a 10 percent increase in sales? You would do it in an instant. But how do you know what element to change? That's where testing comes in. Email marketing makes it easy to quickly test important elements of your email-at very little or no extra cost. With testing, you can find out what factors influence the success of your email. Follow these five steps to create an effective, measurable test.
Step One: Decide What to Test
Because testing with email is so easy, it's often tempting to test many elements all at once. You should start by testing just one. Why? If you test more than one element in the same email, it is challenging (and sometimes impossible) to determine what exactly influenced the response. Here are some easy and telling tests to start with:
- Subject lines - Create two different subject lines for the same email communication.
- Long versus short copy - Is less really more? Create a shorter version of your current newsletter with teasers and links to your website. Or create two versions of a promotional email. Keep one very short and to the point and make the other a little longer by adding additional, useful information.
- Special offers - Create two different offers to see which one gets a better response.
- Other tests could include the time of day or day of the week you send, with an image or without, types of calls-to-action, and the placement of a call-to-action button or link. I'm sure that you will come up with other areas you would like to test as well.