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1923: The Golden Age of Email Marketing Metrics
Ever have a conversation with a good friend about some problem you're grappling with and she tells you stuff you think ought to be useful, but you're just not making the connections? It can be frustrating. You want to know what it means! You want to know what you're supposed to do!
The quantitative email metrics we gabbed about last time are just like that friend. They're telling you useful things. You've just got to figure out what they mean and what you are supposed to do. And that's where a little testing can go a long way!
Bitter pill to swallow, but the craft of persuading folks is not a science - there are no hard and fast rules. Principles, yes. Best practices, yes. But anybody who says you just gotta do A, B and C to create a winner is blowing smoke. When my friends at Future Now analyze emails for clients they dig deep into both quantitative as well as qualitative metrics to evaluate 5 areas of your email messages:
1. The message - how clearly does the email communicate it?
2. The language - does it fit your audience and circumstances?
3. The structure - does it facilitate clear comprehension?
4. The process - how persuasive are your emails at driving action?
5. The long term - how effective are your emails at building relationships?
Your goal is to understand what works best for you based on your unique set of circumstances. Low open rates and low click-through rates fundamentally scream, "Danger, danger, Will Robinson. Conversion problem!" If your open rates are regrettable, you gotta ask yourself, "Is my subject line capturing attention and eliciting interest? Do other preliminary cues encourage the recipient to open the email? Is the timing of my mailing optimal?" If your click-through numbers are shabby, you need to ask, " Are my calls to action clear and in the right places? Am I offering point of action assurances? Do I have sufficient links (and are they working properly)? Is my copy engaging and persuasive?"
As Claude Hopkins advised in his little book, Scientific Advertising, published in 1923, "Almost any question can be answered, cheaply, quickly, and finally, by a test campaign. And that's the way to answer them - not by arguments around a table. Go to the court of last resort - the buyers of your product." So do just that!
Prepare the best email message you can. Then start testing. Your don't have to get complex; it can be as straight-forward as using an A-B split, where you divide your list into two groups, varying only one element of your email, and track the responses in both groups. It's important to remember you can accurately test only one element at a time - so we suggest you begin with the most powerful element: your subject line.
Prepare two separate emails, identical except for the subject line. The email with the first subject line goes to half your list, while the email with the second subject line goes to the other half. Compare the open rates between the two groups. Once you find your winner, it becomes your control or benchmark. Test it against another subject line, and so on, until you are convinced you've found the best possible subject line for your messages. Even then, you should always be working to improve results.
Those results may surprise you. In one such testing scenario, one subject line generated an open rate 300% higher than its closest competitor. A difference like that can have a major impact on your bottom line!
Once you've thoroughly tested your subject lines, test other elements in your email: the bonus gift, the P.S. message, the guarantee, the opening sentence, the From-field, and calls to action. Test personalized greetings against general greetings. Test different type styles. Test various ways of stating your guarantee. Test the effect of including graphic images. Test the times and days your email will run. The key is to test one thing at a time, building on your successes with each step.
More complex forms of cell testing let you test "robustly" across multiple variables. In the example below, a list is divided into four groups to allow for a test comparing the effect of two different email offers and two different landing pages.
Measuring the conversion rate for each of the list segments (A, B, C and D) determines which combination of offer and landing page produces optimum results.
To test well requires method, precision and patience. You can think of it as a quick fix for the problems your email metrics are spotlighting, but the cool thing about testing, over the long haul, is that you can develop a priceless understanding that goes beyond knowledge or even wisdom.
Want to know what it means and what to do? Learning how to persuade folks effectively may not ultimately be a science, but throwing a little objectivity at the problem really pays off. All you gotta do is test!
P.S. To learn more about email marketing catch my friends from InBox Interactive webinar series titled "Creative Content: Developing Powerful and Persuasive E-mail Promotions." The first one presented by Kim MacPherson, Founder and President is scheduled for Friday, April 19, 2002 at 2pm EST. Or email Lynne to find out about their other events on May 5, May 17 and May 31.
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