5 Tips for Testing Your Email Marketing Messages

Form sub-groups out of your groups – This is the first and most important step in testing and applies to the other four tips.  You may be grouping your list into distinct groups based on customer profile and are sending them messages that pertain only to them.  This is terrific!  Now split each group into two or three sub-groups and send the same message with slight tweaks to measure what works and what doesn’t.

Subject Lines – Send email campaigns with very different subject lines, but with the same content in the email body to each sub-group.  This will help you learn what drives higher open rates.

Imagery – Have you every thought about what effect it might have on an action decision if you included a picture of a dog or a picture of a tree in your email template?  Keeping all else the same, send one graphical design to one sub-group and entirely different design to another.

Link Positioning – Positioning both in regards to physical positioning within the email and whether to include banner links or text links.  It’s worth experimenting.  After all, don’t most of you links lead to an action decision?

Timing – Are your customer’s weekend warriors and would rather plow through email on Saturday and Sunday?  Or are most of them in a different time zone?  It’s worth testing different days and different times of day for send activity.  Maybe you’ll find out that the normal Tuesday mid-morning send isn’t right for your contacts.

About Dan Ogdon

Dan has been with Swiftpage since 2006 and has a passion for delivering solutions to companies that increase the value of their product offerings. Dan is an avid fly fisherman and spends any time he can with his growing family.

One Response to “5 Tips for Testing Your Email Marketing Messages”

  1. Very good points regarding email marketing. I wish there were some articles about email marketing for small businesses who don’t have opt in lists that they can email to.

    Our tips to getting repeat customers can be found at http://www.globalintegra.com/blog if you are interested.

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