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.