A/B testing, or split testing, is the process of testing two different emails (or style of email) to see which will produce the best results on a mass-scale. Typically, the system for A/B testing consists of designing two marketing emails and sending each one to a small subset of your email list. The CTR (click-through-rate) can be tracked via Google Analytics, then the results are tallied and whichever campaign was more successful is used for the remainder of the email list. Google even includes an A/B testing tool in their GA suite.
Be sure to compose each email carefully before starting the test. If you decide you want to change something about one of the emails or need to correct a mistake, keep in mind that this will skew the results and will likely throw off your numbers and the data will not be as useful.
You can use A/B testing to evaluate different subject lines, test visual design, the use of images in emails, different promotions including sales vs. coupons or HTML vs. text emails. Just about any factor of a marketing email can be tweaked for better results by using A/B testing. Using A/B testing, you can even test different “from” email addresses to check about whether a particular persona or address results in a higher CTR.
As with all marketing, email marketing benefits from more testing data and a more precise marketing strategy. GIve A/B testing a shot and let me know about your results!
By Alec Wilcox
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When you are starting out with email marketing it can be difficult to quickly build your internal email database. Although growing your list organically is the best option, buying email lists is a practical way to jumpstart your marketing efforts. Just find a list that fits your target – looking for new dental patients? By a dental email list. Stick with reputable companies and you will be good to go!
So now that you’ve purchased your email address database (from a reputable company, right?), now what?
There are many ways to utilize a curated address database, but the most common is direct email marketing. Here are ten tips to keep in mind while you plan out your email marketing campaign.
1) The structure of your emails is important. Subject lines should be concise and links should be evident and direct.
2) Make sure your emails are coming from a reputable account. Oftentimes it’s a bad idea to use firstname.lastname@example.org or something of the like. Try using a person’s name, whether he or she is a real person or you create a persona is up to you. It is less likely that your emails will be confused with spam if you are using a pseudonym instead of a “black-hole” address.
3) Keep images to a minimum. Many times email providers will see a large file size email (or one with several images/attachments) and assume the worst. This is a good way to accidently get branded as spam.
4) Along the same lines, it’s important to have your message front and center. You don’t want your potential client reading through a mess of images and text trying to figure out what you are trying to say. Less is more.
5) It is important to have multiple “calls to action” in your email, but it is also important not to use things like, “CLICK HERE,” “BUY NOW,” etc. Sometimes overselling is a good way to dilute your message and make it hard to read.
6) Timing is everything. Make sure that your marketing emails are coordinated and timed properly. Reminding your customers that you exist is OK, but it is best to time your marketing emails with promotions and campaigns to maximize conversion.
7) Quality is always better than quantity. Fewer emails with real content and promotions are always a better choice than many, many emails with the same content.
8) Spelling matters. This seems simple, but many email marketers throw together their emails quickly and sometimes let mistakes fall through the cracks. This is a good way to devalue your brand and is easy to fix: always proofread.
9) Choose a consistent format. If possible, try and match the layout and coloring of your marketing emails with your website. Brand consistency goes a long way toward legitimacy in the eyes of a potential lead.
10) Optimize your emails for mobile! Oftentimes, this is the one factor that will make a difference. Many of your potential leads will see these emails in passing on their phones or tablets. Make sure that they can follow up easily and efficiently.
By keeping these steps in mind, you will be able to begin start your first email marketing campaign on the right foot. Good luck!