how-to-improve-your-email-campaign-results

How to Improve Your Email Campaign Results

We’ve been talking a lot about the importance of data and analytics lately.

And for good reason! Gathering data is vital for business success in 2016 and beyond. Experience, instinct and expertise can get you far, but in the end, it’s the numbers that reveal the truth of your audience and steer you towards maximum profitability.

The specifics of your business determine how you should interpret and utilise the findings your data provides. What works for one company may not necessarily work for another, which means there are no one-size-fits-all solutions for success.

Here are some of the things you might want to consider testing in your emails:

Subject line sequence

Funny as it may seem, the sequence of your subject line can make a huge difference to your open rate and engagement. The results of your test will also help to crystallize what matters to your audience down to a granular level.

For instance, take the following subject line for a comparison service like MyLocalBroker, LocalAgentFinder or iSelect:

“Your results are ready and you’re all set to start comparing”

There’s nothing wrong with this line. It’s effective, truthful and complete. But what if your audience associates the word “results” with boredom or dread? What if leading with the results repels a significant portion of would-be customers?

Don’t rely on “marketer’s instinct”. Test it against a subject line like:

“You’re all set to compare now! Your results are ready”

Preheaders

The preheader is one of the most underutilised opportunities for optimisation in email marketing. Whether your audience views an email on a desktop or a mobile device, the extra 35 characters available for use in the preheader can make a huge difference.

Once you’ve tested subject lines long enough to find one that works, try different preheader messages to go with it. Follow your killer subject line with a variety of different value propositions, objection killers and whatever else you can think of.

Once you find a message that resonates above all else with your audience, it can really be a game changer. Results from tests like these can literally steer your business towards a different and far more lucrative destination, as long as you’re willing to adapt.

Time of day

Is your audience more likely to respond on the way to work, or after the morning coffee? Perhaps they prefer engaging with your business during their lunch breaks, or after their evening showers?

Different times of day will yield varying numbers. Maybe you get more opens but less engagement in the evening. Maybe you find that people plow through the first half of your funnel if they open your email in the morning, but complete it at a lower rate than your evening audience.

You can probably guess what our next piece of advice will be…

Get testing!

Hopefully, you’ve got some fresh ideas now and you’re keen to get cracking with some exciting test ideas.

You never know what will make the difference for your audience, but by carefully examining your analytics and testing your hypothesis, you’ll get better and better at serving them and building a lucrative business.

TEST AND GROW…….TEST AND GROW!

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