The value of email testing
In email marketing, if you’re not testing, you’re guessing. The best way to improve your email marketing results is to test them. Which subject line is working best? Which call to action performed better? All of these elements are easy to test. For example, A/B testing enables you to test two or more versions of an email and compare how they perform.
By running tests and looking at the metrics, you can learn to fine-tune and improve your email marketing. You can see what prospects are responding to, and tweak your marketing strategy to achieve the best results.
1. Make small changes—Witness a big difference
By testing individual aspects of the email message, such as the subject line, preheader, or call to action, brands can understand how to make email content as interesting as possible according to their various customer demographics. For example, a clothing retailer might try sending customers emails that include images of an individual dress , a model wearing the dress, or style recommendations for items that would go well with the dress in order to see which form is most likely to encourage customers to click-through.
2. Push the branding boundaries
The visual impact of an email is very important to the consumer opening it. Brands should not be afraid to push the boundaries by varying color formatting, hero image placement (the positioning of best-selling products within a given email), or even the tone and style of written text to discover innovative ways to excite customers.
3. Never assume
Brands cannot predict how different audiences will respond to emails; while some customers prefer soft, educational messaging, such as relevant product recommendations, others are engaged by sales-driven versions that encourage you to ‘shop now.’
4. Accept the results
Testing is not about confirming your existing assumptions, but looking for new trends and consumer behaviors that will shape your email marketing campaigns. Are your customers looking at their emails on mobile devices? Do they prefer product recommendations and editorial content? Or are they more interested in sales and promotional information? These kinds of insights are vital in creating a campaign suited to your customers’ interests. Prepare yourself: you might not always get the results you’re hoping for. But listening—and responding—to your customers’ preferences is the best way to drive great sales results.