Great email marketing is not about having the BEST idea, it’s about the rapid & consistent execution of good ideas. World-class email programs are not built overnight, but instead require a commitment to constant innovation by experimenting, learning & adjusting. Testing ensures we take a data-led approach to optimization; the fastest route to increased engagement and conversions.
This post provides a basic overview of testing methodologies, best practices and tips for email campaign optimization. This information should help get started running effective campaign tests including what to take into consideration.
Below are 5 easy steps to execute an effective test. Have a test in mind already & just want to make sure it will be effective? Skip to the "Is This a Good Test?" checklist below for some general questions to ask yourself.
Step 1: Identify What You Want to Learn Through Testing
What are you hoping to learn from this experiment? This should go beyond “I want to learn which version will win,”...
DOES THIS SOUND FAMILIAR?
Q: What is the best time of day to send an email?
A: Test it
Q: Does lifestyle imagery in emails perform better than other imagery?
A: I don't know–test it
Q: How does the placement of buttons affect my email click through and subsequent conversion rate?
A: We should test that
Almost every email seminar or discussion I have been a part of has veered to having to test a number of things within a given email marketing program. In fact, almost every recognized email blogger and speaker alive has uttered the words "test it." There is no escape from the email testing conundrum and you are either in a culture of “test, learn, adapt,” or you are not.
As a former client-side / brand email marketer, I can confidently say that email testing is hard. It takes commitment, passion, patience, resources and most of all an openness and willingness for things to change. Some Email Service Providers (ESPs) make testing so difficult...