Learn to determine which messaging will work best for various audience segments
What makes email marketing particularly effective is the ability to create personalized messages that cater to various customer preferences. But how do we know which messaging strategy would resonate most with what audience? With email testing, marketers can easily determine what works best for each audience segment.
As Senior Marketing Strategist, Marie provides strategic consultation and insight for Data Axle clients, and has created marketing strategies for various companies including Coca-Cola, HP and U.S. Bank. With over fifteen years of experience in the digital marketing space, she is passionate about developing strategies that deliver a complete brand experience while supporting long-term consumer engagement. Marie has also spearheaded the development of mobile reporting and analysis for the organization by designing new ways to track and measure mobile engagement. In addition, she has co-authored Data Axle's industry-leading benchmark reports resulting from the analysis of over 5 billion emails sent across 20 industries.
Email testing is the technique of using a small segment of a subscriber base to test different components of an email campaign and assess how they can be optimized. Through testing, marketers can find out what subject lines, offer types, pre-header text, imagery, time of deployment, etc. yield the best results prior to a campaign’s official deployment to the complete database.
Email testing enables you to more effectively reach your subscribers by optimizing your email program and delivering a better customer experience. This, in turn, leads to higher open and click rates, continued subscriber engagement, and ultimately better ROI from your email marketing efforts.
Before starting to test, marketers should be familiar with proper statistical practices to ensure valid results. Below are 3 things to keep in mind:
As a start, marketers can implement basic A/B testing to experiment with a number of simple email components. Here are a few ideas:
If you have already mastered the A/B tests, consider adding multivariate testing to your email program. With multivariate testing, marketers can test multiple email components such as subject line, call-to-action, or offer type simultaneously, in the same deployment. Multivariate tests offer notable benefits, including:
With multivariate testing, marketers should keep in mind that the more components you test, the more email versions you’ll have. For example, testing 2 subject lines, 2 calls-to-action, and 2 offers will equate to 8 resulting versions of email campaigns to test, compare, and choose from. Therefore, having the right resources onboard and a large enough sample size will be critical in ensuring statistically significant test results.