It is certainly wise for your company to continue using email efforts in your marketing mix.
However, one of the biggest challenges that marketers face is how to get their target audience to pay attention to their emails.
One of the best ways to improve the success of your efforts (whether you’re measuring by open rates, click-throughs, or a further conversion) is to test and try variations of your content and design.
Here are 4 features that you could try testing in your email program today:
- Subject Line: If you are sending out an eNewsletter, then you have a prime candidate to try a test with. Measure the effectiveness of an email that simply says “[Company Name Here]‘s Newsletter” versus a Subject Line that describes what is in the article (i.e. “News For You: Direct Marketing Case Study, SEO Tips, and More”).
- FROM Name: The Display Name that people see in the FROM can play an important role in their decision-making process as to whether to open and take action on an email. Are they familiar with the name? Do they associate that name with an unsolicited sales pitch or with someone who has helped them in the past? Try running a test where you send the email out from the name of someone on your staff (perhaps the CEO, VP of Sales, a Product Manager, etc.) and then measure that against what happens when the FROM displays the name of your company.
- Image Buttons vs. Text Links: Getting someone to open the email might be the first step. But from there, you need them to take action. Try testing an email that primarily includes text links versus one that incorporates graphical buttons in the call-to-action.
- The Wording of Your Offer: What would work better on your audience: “Try
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our brand-new product today!” or “Improve Your Business: Get Started with [Product Name Here]”? Run a variation of the key words in your offer and then measure to see what drives the highest number of clicks and conversions.
Email is definitely a marketing channel that shouldn’t be neglected, you just have to be aware of which components you should adjust and track for more success!