The tests you can run here and in any other section of digital marketing are only limited by imagination. Elements of emails which can be tested against one another include:
The address by name
John smith VS John VS Mr. Smith etc.
Keeping it short, sharp, sweet, and a little bit provocative. Brainstorm a few subject lines and test them on the same email content.
Experiment with different openings to your emails, ranging from polite to more explosive and everything in-between.
While the content of each email will be largely the same across each test, does your content require multiple paragraphs? Is it easy to read? Is the wording ideal? Test all of it.
Test a few closing statements which you feel might be relevant. Bye, thanks for your time, talk to you soon, etc.
Include different graphics or none at all. See how your list responds. See if it makes a difference where you put the graphics.
Does it make a difference if you place a link close to the start of the email? Closer to the end? Does it produce a different response from your list if you tell them to click it? Test it and find out.
Benefits of Testing your Email Strategy
You’re losing money if you don’t test it, really.
Email marketing is the digital equivalent of direct marketing. Direct marketing becomes successful by testing and measuring results. Email marketing allows us to test multiple parts of the campaign in order to get better results.
‘Testing’ in this context simply refers to releasing two or more versions of the same message, with different characteristics, not unlike A/B and multivariate testing which we touched on previously. The same principles can be applied to your emails to facilitate continuous improvement.
The clear benefits of testing include increased revenue and action from your emails. Testing allows us to increase our response and revenue or other sales activity from our emails.
Scouting best case practices
Is there an email list which you are subscribed to which you can’t wait to open? Is there an email you receive regularly which actually provides valuable content? Find out how they are doing it.
For your business or client, a more targeted approach is more relevant. Find your largest competitors, and subscribe to their email lists. You will receive their emails, and analyse them. Analyse them in terms of the elements we described above, and any others that you can think of. Actually write down what you feel compels you to do what it is they ask you to do. Write down what it is about the emails that provides value to you. Decide and record why these industry leaders’ emails are good emails.
Then improve on it and mould it to your business. They might have themed emails, you can do that. They might always start off with a certain tone of voice in their copy. You can try that. As with the best case practice studies we have done previously in this course, this is again about standing on the shoulders of those who have done this before you. This is research and trial and error which you do not have to do.