Email marketing continues to be one of the most effective tools. Companies send out billions of emails daily to promote their products and services, but how effective are they? According to marketing experts, an open rate of between 15-20% is pretty good.Yikes! This means between 80 and 85% of your recipients are not opening your messages!
So how can you improve your email marketing campaign’s open and click-through rates? Testing, more specifically, A/B Testing.
A/B testing lets you split your list and test variables to see which version works better for your customer base. If you’re using a email platform like MailChimp or Exact Target, A/B testing is a built-in feature. Here are a few things to test in your next campaign:
- Subject Line — Your subject line is most probably the most critical part of your email. Test the number of characters, call to action versus no call to action, headlines, etc.
- Delivery Time – Conventional wisdom tells us not to email on Mondays and Fridays after business hours, but is that right for your target audience? One Matrix Group client achieved a higher open rate when the organization began sending its e-newsletter on Sunday evening. Test day of the week and time of day.
- Content – Click-through rates are just as important as open rates. Tweak your headlines, change the focus, include or exclude images, and rearrange stories. These little things can have a huge impact on your email’s click-through rate.
Are you conducting A/B testing on your email campaigns? What are you discovering?