When compared to search and social media, email marketing remains one of the best tactics for generating sales. A successful email marketing strategy involves testing different message elements to increase clicks to your website and increase sales.
To get accurate email test results, you must test one element at a time. First divide your list into two sections “A” and “B” and send one version of your email to list “A” and the second version to list “B.” Then compare the campaign results to see which message version performed better. Below are three tests that your business can use to increase email marketing success:
1. Subject Lines
The subject line is one of the biggest influencers on whether or not your message gets opened. You may want to test more benefits-oriented subject lines against subjects that lead with dollars-off or percentage-off discount information. This example shows how you can test shorter succinct subject lines versus longer more descriptive ones. You can even test a subject line that refers to the customer directly, for example “Don’t You Want To Save On Fall Coats?” Unless you test, there’s no way to know if a certain subject line can boost your clicks or sales.
2. Layout and Design
What do recipients see when they first open your email message? Consider testing changes to the top two inches of your email layout. The top panel of an email is prime real estate because it’s immediately visible and may even show up as a ‘preview’ in certain email clients. Test emails with a logo, offer, call-to-action button, or an image in the top panel. Think about ways to make your message more impactful and easy-to-read. Then test those ideas in a live campaign as well.
3. Call-to-Action and Offer
What is the ultimate goal of your email message? Do you want recipients to click to view a product, redeem a discount code, or sign up for a free trial? Be sure that your call-to-action and offer are helping you to meet your goal. Test the look and feel of your links or call-to-action buttons. Will a red button attract more clicks through to the website than a blue button? Also test the language of your offer. For example, dollars off may motivate more purchases than a percentage off discount. Again, you won’t know which tactics work until you test!
Anchor Wave’s email marketing solutions can help your business implement email testing for increased clicks and sales. Find out how your business can increase online ROI by calling (520) 622-3731.
