"Testing can be a powerful tool to move your email marketing program forward," says Kelly Lorenz in a post at the Bronto blog. "Testing can also help you move from 'It depends' to 'It works for us.'" But before you test, she says, you should ask a few questions like these:
Am I testing for the sake of testing? The email-marketing mantra of test-test-test might be so effective that you're testing primarily because you think you should, not because you want to learn something.
Am I prepared to implement changes based on the results? "Whether that means a small tweak or a massive overhaul," Lorenz says, "you have to be ready."
When is a result conclusive? "After testing," she notes, "you should be taking a hard look at your metrics and determining what margin decisively proves the end result."
Lorenz recommends tackling elements like these—one at a time—when you begin to test:
- Subject lines
- Calls-to-action
- Images and graphics
- Time of day or day of week
The Po!nt: It's OK to be testy. Just be sure you're testing with clear goals and consistent criteria for determining when you have a winner.
Source: Bronto. Read the full post here.
by Christina "CK" Kerley
Comments
by I2DLLC Fri Jun 26, 2009
Good basic info on testing in email marketing. But before making massive overhaul changes, I'd suggest running additional marketing tests (don't be too hasty!). Unless of course, your email campaign totally bombs out.
Linda Lullie
Inspired 2 Design, LLC
http://www.inspired2designllc.com