5 Email Marketing Elements to Test and Optimize for Better Results

Making an email marketing campaign successful depends on a number of factors. And knowing which of the factors work and which don’t can only be found out with effective internal testing.

A lot of email marketers tend to depend way too much on the metrics and analytics. So much so that they forget the importance of making some direct changes and measuring the impact on their subscribers.

Once you carry out your testing, you can do a feedback survey to know what your prospects/customers think.

Here are 5 key elements that you need to focus on during your testing…

1. Content

Understanding what kind of content works for your email marketing campaigns is important to build a strong relationship with your prospects or customers. You should try to test your content on different levels and in different areas to know what brings the best results.

For instance, for some long email copy works better than shortened one. And for the others it’s the other way round. So length is one factor that you can test and ask your subscribers what they would prefer.

Always keep in mind that the reason you’re testing is to know what your list likes or is comfortable with. Your decision should be based on their feedback. If the results show that you need to chop down your content’s length, then do it. With time you’ll learn to refine your content in a much better way.

2. Calls to Action

The call to action in your email is an important element that deserves to be tested on a regular basis. Because it’s what your recipients click-through to reach your conversion point. A proper call to action makes the recipient do something after reading your email rather than just reading and closing it.

Finding out which call to action works the best for you can be a challenge if you’re not testing. However, keep in mind that when testing your call to actions, you have to focus on getting real-world results, so don’t limit yourself.

Go  ahead and test different kind of offers, unique wordings, urgency factors, etc. Also experiment with the position of your call to action because where you place it in your email also plays a big role. Also, you can try out a call to action that goes beyond getting a click-through, which could be getting your recipient to directly call you on your toll free number. The more you experiment, the better results you will get overtime.

3. Identity of the Sender

If you look around, you’ll find that many companies choose to remain anonymous with their sender’s identification. They opt to to send emails under the company’s name itself or some other automated name. While there are other companies that give their emails a more human touch. They send out their emails under a real person’s name – someone who belongs to the company.

The fact remains that emails that don’t come from a human are often viewed with suspicion  by subscribers. A lot of times they are trashed even before being opened since they look commercial in nature. Even the spam filters prefer email messages coming from a real person.

However, depending on the market you’re operating in and the kind of audience you have, it could be the opposite. Your company name may work better.

So what do you do? Test both to know what works for you and gives a better response.

4. Subject Lines

What type of subject lines do your subscribers prefer? Do they like the ‘curiosity driven’ subject lines or the ones that are straightforward? Are they fine with subject lines that contain numbers or they prefer ones that are more wordy?

In order to make any email campaign successful, it’s important that you test out your subject lines to know what kind of open rates you’re getting. And then ask your subscribers in the survey as to what kind of subject lines they want you to use. Because without the right subject line, your email marketing campaign can very well bomb.

It will take a while before you’re able to figure out the most responsive subject line. Until then you have to experiment and be creative in your approach. Don’t follow your assumptions but rather go for the real-world results and see what subject lines work for you.

5. Images

Images are popularly used in email marketing campaigns, but how you use them and what you do to present them uniquely completely depends on your offer and the kind of audience you have. If you feel that your recipients are more likely to have images turned off in their email client, then it makes sense to use them in a minimal way. You have to read your audience and understand what they would be comfortable with, before you take any step.

On the other hand, if you have managed to educate your recipients about the importance of whitelisting your email and if you feel that you’re on the “safe sender’s” list, then you might just be able to improve your response rate by including more relevant images. But of course, there’s no sure shot way of saying what will work for you, which is why testing is so important.

Once you have the results in hand and you know how your recipients are responding, you can then segment your email database, so that you can send the right offer to the right group of recipients. Yes, it will take you some time before you have affirmative results in hand, but in the end, it’s always good to create segmented groups for better response.

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