Want to know the difference between winners and losers in online marketing? In testing. Testing, testing and more testing. All successful people used the ongoing testing program, from Pipa Laya from KissMetrics to Albert Einstein. In fact. Einstein said:
“Accumulative interest is the eighth wonder of the world. The one who understands this concept, earns … the one who does not understand … pays. ”
The program of constant testing uses this percentage. Consider an example:
If you start the year with 100 clicks per day (or 100 registrations, 100 orders, not fundamentally), and you will increase this figure by only 2% every week, by the end of the year, you will get 2.8 times the best daily result – 280 clicks per day (or 280 registrations, 280 orders).
Hard to believe? We present to your attention a table with a complex percentage and amazing progress in continuous testing.
Here is the result of testing. That’s why the one who tests wins in marketing.
In this article, we will focus on testing in email marketing. In your business, you can test a dozen aspects, but in one article you cannot describe everything, therefore, we will focus on email newsletters. Moreover, only one funnel element can be tested at a time. Testing two or more elements will necessarily give an incorrect result.
Think deeper than testing letter headers
The first thing that comes to mind when it comes to testing letters is a letter subject test. Testing a letter header is a great idea, but in fact there are many other things to check. And much more important things ..
“What?” You say, “The subject is the most important part of the letter! Therefore, everyone is testing the topic. ”And you will be right. Right on target. But you think not broad enough.
You see, testing the elements of individual letters is similar to checking the leaves and branches of your Email Marketing program. We want you to think broader, not only within the scope of the letter, and begin to think through and test the structure of your Email marketing as a whole.
We want you to stop thinking within the framework of individual letters, and begin to think through all the communication with your subscribers. Testing individual email messages can benefit you. It can even give an increase in the transitions from letters in half. But testing the structure of the Email program can double the response from all your marketing activities.
That is why it is best to test important, key elements . A team of authors in the book “Ultimate Guide to Google AdWords” stated – “ First test the forests , then test thetrees, then test the branches, and only after that – the leaves .”
Testing Email Messages in GetResponse
As you may already know, in GetResponse, you can conduct many types of split tests . This is very easy to do, if you have any difficulties, just call the online chat window and the Support Team will help you easily.
Split testing can be enabled in the first step of creating a feed, just move the switch to the ON position.
9 email tests that bring high results
After we have finished with the rationale, you should conduct the following types of tests:
Do you send letters once a week? Why not test shipping twice a week? If you’re worried about burning out your mailing list, try sending half as many emails. Most likely, your sales will fall no more than 20%.
For some of our clients, after sending two emails a week instead of a single message, sales increased by ~ 30%. Please note that they did not double sales, but a 30% greater response from the Email Marketing program is also an excellent result.
Often, an increase in the frequency of mailing does not lead to serious losses for subscribers. Also, this is a great way to find out how much your subscribers like your letters. If, with an increase in the frequency of distribution, you do not see a decline in interest or notice a slight decrease in interest, this means that your subscribers appreciate your content.
A welcome letter is the most important message you send to your subscribers. This letter, which they are likely to open and read, in addition, the welcome letter sets the tone for all subsequent letters. Nevertheless … very many Email Marketers do not send a welcome letter.
If you send a welcome letter, you can do the following tests:
- A series of several welcome letters
- Time to send a welcome letter (immediately vs 2 hours after registration)
- Various offers in the welcome letter (15% discount against a free gift)
This chart from MarketingLand shows how welcoming letters affect lifetime value and customer engagement level.
There are many studies on the day and time of departure. All of these studies, including ours, show that the best days to send are Tuesday and Thursday, which is 11 am. Unfortunately, all email marketing professionals know this, and at 11 am on Tuesday, the Inbox folder is filled with offers from companies of various profiles. In addition, none of the studies was conducted specifically for your audience.
Move away from general standards and do real research to see which day of the week works best for your subscriber base. In addition, it is worthwhile to determine the most effective time to send, and to understand whether the “Time Zone Accounting” works in your business. This feature allows you to send your subscribers a letter in local time, depending on its time zone.
Perhaps not all of you use autoresponders , and if you don’t have them yet, we strongly recommend running. If you use, try to test a break between letters. As with example # 1, you may find that more frequent submissions give better results.
Database segmentation is one of the best ways to quickly increase the effectiveness of email marketing. There are a dozen criteria for segmentation, including:
- Content Preferences
- Geographical position
- Discoveries and clicks
- purchase history
Your mailing list depends on what works best. Try and measure the result.
In many mobile email clients, the sender’s name stands out more prominently than the subject of the email. This means that it is worth testing. Carefully consider the options for testing – as a result there should be a minimum. Remember that the sender name must be constant. The simplest test is the name “Company Name”, the address “email@example.com” / the name “Alexey from the Company”, the address “firstname.lastname@example.org”.
Text vs HTML
Text letters are not a thing of the past. Especially, given the fact that wearable devices like the Apple watch are becoming more and more popular. Some of them do not support HTML , and the text is quite. Depending on your audience, you may find that text letters are more effective than HTML. Moreover, nowadays, when rich design is associated with mass mailings, a text letter returns that forgotten feeling of communication one-on-one.
Try sending again
That is – you can send the same letter twice. This practice is not on everyone’s lips, but we know a few top infobusinessmen who re-send their letters. One of them sends letters again in a week. According to reviews, these letters give about 15-20% of discoveries.
If you have never tried to resend a letter twice, definitely worth a try … especially if we are talking about super-important letters sent once or twice a year.
Subscription confirmation procedure
Do you use double subscription confirmation ? Do you know a little secret? You lose about 20-30% of potential new subscribers at the confirmation stage. Yes, they will enter the name and email address on your subscription form, but for one reason or another they will never confirm the subscription and will not be on your mailing list.
This seems like a serious problem. In fact, this is an additional opportunity. If you spend a couple of tests on the subscription page and the confirmation letter, you will be able to reduce the number of rejects at least twice. This means that your list of subscribers will grow by 15-20% faster, and this is just a couple of email testing emails. And without the use of other tactics to increase the base.
We have presented you an overall picture of the split testing, and it is with the proposed tests that you should start. After you get a statistically correct result from the tests, begin to check the headers of letters and other “leaves”. But first test the fundamental things.
Tell us your opinion. What are you testing in letters? What are the results? What are you planning to test in the near future? Leave a message in the comments.