Testing out new things is the key to running a successful email marketing campaign. When you test certain variations side-by-side, you can identify which changes you can make to improve open rates, increase click-throughs, and run a more profitable email marketing campaign.
So, what are some of the things you can test out?
- Personalization—The jury still seems to be out on email personalization. While some studies have found that personalizing your messages with the recipient’s name can actually cause a decline in open rates, others have shown that personalized emails are more effective. Regardless of the outcome, when personalizing your emails you have to make sure to get the recipients’ names correct. Also, don’t overdo it with the personalization. Mentioning their name too many times can make your email feel awkward and spammy. Test it out and see how it works for you.
- Number of links—One recent study found that emails with 25 or more links had a click-through rate that was 29% higher than emails with fewer. Experiment with the number of links you place in your emails to see what gets you the most clicks and the highest quality of traffic.
- Message length and setup—Test different message lengths and setups to see which variation gets you the best response. Some audiences may prefer shorter messages, while others respond better to longer messages. You won’t know until you test it out.
- Subject lines—The subject line plays a huge role in determining your open rate. That’s why it’s so important that you’re constantly working on refining your subject lines to get the best response. Test out different types of subject lines on your list to see which works best. You can mess with the subject line length, topic-matter, and branding.
What are some other things you test in your emails? Share your tips by leaving a comment below.