SUBSCRIBE TO THIS FEEDHow to Build a Test Plan to Improve Your Email Program's Effectiveness
Here's an excerpt from SubscriberMail CEO Jordan Ayan's book "The Practical Guide to E-mail Marketing" on email testing. Use this checklist next time you go into a meeting to discuss how to improve your e-mail marketing performance.
Step 1: Ask a Question
Start the testing process by asking a question. What are you hoping for? Determine a specific goal to accomplish rather than attempt multiple goals with one blanket approach. A series of small steps can be easy to test and analyze:
Step 2: Form a Theory
Use your marketing experience and best practice knowledge to determine what aspects may make a difference in achieving the goal you've defined.
Read the original posting at b2bemailmarketing.com
Step 1: Ask a Question
Start the testing process by asking a question. What are you hoping for? Determine a specific goal to accomplish rather than attempt multiple goals with one blanket approach. A series of small steps can be easy to test and analyze:
- I'd like to have more people open my messages.
- I'd like to have more people click through to my Web site.
- I'd like to reengage with historically inactive people.
- I'd like to have people click on a specific area, topic, or action.
Step 2: Form a Theory
Use your marketing experience and best practice knowledge to determine what aspects may make a difference in achieving the goal you've defined.
- I think people may be bored with my current subject lines.
- I think that the placement of the specific content may drive more people to action.
- I think that people may not understand this is from my organization and therefore will not interact.
- I think my calls to action need to be stronger.
Read the original posting at b2bemailmarketing.com