Test, test, test! Testing seems to have disappeared from many marketing efforts, but it’s still my mantra. Especially with email efforts, it is simple to set up marketing tests, often at minimal cost increases.
Our email boxes are overflowing, response rates are down, lists are fatigued. Testing is how we discover what makes our customers respond, what segments of our file work best, what formats they like, etc. I had a first renewal email effort control that was not beaten in 5-7 years, despite copy and format testing. This year new copy beat that control by 3.5%–a huge increase.
Here are 17 ideas you can test in your upcoming email marketing efforts:
- Test several outside lists with the same copy/design
- Short vs. long copy of the same message
- Bullet points in an email message vs. no bullet points with all other copy the same
- Design test
- Email Subject line
- Email “From” line
- Format HTML vs. text
- Include a PS on the message vs. no PS
- Layout of response page
- Response links–embedded in copy vs. a callout box
- Tone of message
- Day of week emails sent
- Time of day emails sent
- List segments used
- Color used on same design
- For a magazine effort, test using different cover shots
- Send same message twice to non-respondents, with a “Second Chance” subject line
Remember to only test one element for each effort. Have fun and let the strongest effort win!
Let the journey continue.