There really is no reason not to seek to optimise your campaigns and keep your marketing strategy sharp by performing tests to gauge its efficacy.
If your marketing is not up to scratch, you may as well chuck a suitcase of money out the window.
It’s never been easier to perfect your campaigning with A/B testing.
The standard way to do this is to send two versions of the same email to a small subsection of your list; one email to one-half, the other email to the other half. Only test one change at a time so that you can easily isolate what made an email more effective.
Track the campaign to see which performs better. Then send the most effective email out to your whole list.
The point is that until you test what works and what doesn’t work you won’t have any accurate data to take your campaign forwards.
When you design your products for your company, you don’t just rush out a full quota of stock to the shops and hope for the best. You probably did your initial research, mocked up prototypes, tested out different products; all the while monitoring the effectiveness of your products, gauging the level of consumer interest and learning from feedback.
You should approach your emarketing strategy like you approach your product strategy. Each email, each subject line, each call to action, is a mini product that your customers buy with their time, interest, and attention. Squander any of these valuable assets, and your business will start to flounder.
The good news is there is a wealth of expertise you can tap into to fine-tune your campaigns. And don’t worry about getting everything right, that’s simply not possible. Just bear in mind these handy pointers:
• Don’t spam/ waste people’s time/ take people for granted
• Stay up-to-date with the latest thinking on effective email marketing
• Test, test, test your ideas. It takes time and effort to win customer loyalty.
• Monitor campaign performance. If you don’t track your campaign stats, you’ll have no baseline with which to monitor success… or failure.
• Stay up-to-date with the latest thinking on effective email marketing
• Test, test, test your ideas. It takes time and effort to win customer loyalty.
• Monitor campaign performance. If you don’t track your campaign stats, you’ll have no baseline with which to monitor success… or failure.
Your email marketing is like a ship sailing on the sea. Data are the stars by which you set your course… or the lighthouse that warns you of nearby cliffs. Harness the vast amounts of data at your disposal, and let it steer you on your way to mastering the art and science of email marketing.
