Revealing the secret of effective email campaigns

What’s the difference?
There is no doubting that email campaigns are a great way to get your message out there, ensuring that you are reaching the right person with targeted information. It’s all very well getting it to them, but how do you get them to read it? Often it can be the difference between the time of day that the email hits their inbox, content or the teaser in the subject line.

But how do you know what that crucial element is that entices the recipient to read YOUR email?

A/B Split Testing campaigns are going to help you hone in on your customers preferences and therefore make them read on and click through. This can be achieved easily by changing one element for a sample group of recipients. It is reported that businesses using split testing campaigns are seeing a 3% better open rate.

Here’s how it works:

In the first instance decide what you want to test be it subject line, send time, content, even sender name. Then you must decide on the sample size, for example, 20% of your database. Set up the variations, send to your sample group and wait for the results to come back. The winning campaign is then sent to the remainder of your contacts.

There are a few things to consider before you begin A/B split testing:

  • Subject lines including the company name near the start tend to be more popular
  • Keep the subject line fairly short
  • If your database is relatively small, then it is possible to test the whole list rather than just a percentage. The results can then be used in future campaigns
  • Recipients may not respond to the email straight away so it is best to wait at least four hours before measuring the results of the test
  • It is advisable to judge the click rate rather than the open rate as opens are registered before content is actually viewed.

If you would like assistance with your email campaigns or would like us to manage your A/B split testing campaign, then please call us on 07523 569288 or email info@pinpointmarketingconsultancy.co.uk.

For more information about how to set up a Mailchimp A/B split testing campaign, visit: http://kb.mailchimp.com/article/how-do-i-create-an-a-b-split-campaign

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About nicolepinpointmarketing

I am the owner of a successful marketing consultancy business, established in 2008 to work with, help and support local businesses. Pinpoint wants to advise small businesses on how to best market their products and services, using minimum budget, but making maximum impact!
This entry was posted in Advice for the small business, Newsletters, Online marketing and tagged , , , . Bookmark the permalink.

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