More often than not, email marketing companies are only testing the email deliverability of a single email before sending it out to their list. There is no way to predict what your open rates will be until you actually have your list. However, with more marketers are focusing their attention on split testing, the days of a single test are dwindling. If you haven’t been getting your emails or you’re not even sure how to test it, now is the time to start. This article will talk about why testing email deliverability is important, why split testing is better than using A/B testing, and where you can find email marketing testing tools.
Email marketing has become more complex with each passing day. With an average CTR (click-through-rate) of just under 2%, email marketing is already one of the most lucrative channels for businesses to warm their business up and convert new leads into paid customers. However, does that mean that your email marketing campaigns ought to be tested just as frequently as your website? What if instead you could test the email subject lines, open rates, click-through rates, and read rates of each individual message sent out?
Testing subject lines. This is probably one of the easiest things you can do to test the deliverability of your emails. Basically, you’ll just create different variations of your emails with different subject lines and see which one creates the highest open rates. Another thing to keep in mind when testing subject lines is that people change their email address very frequently. Therefore, it may not be a good idea to send out identical emails, especially if you want to test different subject lines. You’ll just end up wasting money and not getting the results you want.
Split testing opening rates. It’s quite easy to do split testing on your email marketing campaigns; all you have to do is send out a split test series of messages, then monitor how long it takes for the different sets of messages to return a positive open rate. Obviously, you’d want to avoid sending out three messages and seeing zero open rates, but if you do that you’ll never know whether or not your subject lines are effective. You might also want to split test on different subject lines, like “buy now,” “coming soon,” and so on. Just be sure that the subject lines don’t cause too big of a delay, so that your open rate won’t suffer.
Segmentation. Email marketing campaigns can benefit from segmentation, too. By segmenting your list, you can identify what segments of your list respond to your promotional message’s the best. Depending on your list size and functionality, this can provide valuable insight into how to optimally segment your subscribers. For example, it’s more useful to separate opt-in junk mailers from transactional mailers in order to increase conversion rate efficiency.
And as internet marketing marketers, we always want to use email marketing to maximize our ROI. Email marketing campaigns don’t have to be blind auctions; there are plenty of clever ways for us to target our lists and make them convert. The key to success is in carefully segmenting your list and targeting your emails to the right people at the right time.