Most businesses still consider email marketing to be the most cost-effective way, with a fairly high conversion rate compared to other channels, to develop customer relationships and promote their products or services. Why is it such a powerful tool? The numbers speak for themselves. A recent study claims that the average ROI for email marketing is 122%. So far, no other digital marketing channel has shown such high results.
Of course, the best way to increase performance is to combine email marketing with social media or enable live chat, which is statistically the fastest option to communicate with customers. But in this article, we will focus on improving email marketing efforts through email testing.
When running an email marketing campaign, creating emails that focus on your target audience and align with your marketing goals requires a lot of research and strategy.
It's a good idea for all marketers to do email testing, as it directly impacts the quality and deliverability of messages and indirectly impacts ROI and subscriber retention.
Let's take a look at best practices in email testing.
What is Email Testing?
Email testing allows you to preview your email before bolivia telegram data sending it to your subscriber list. Many email marketing services offer a way to preview the email in a web application or send yourself a test email.
Testing your emails will help you fix broken email layouts, incorrect or unfollowed links, choose a subject line with a higher open rate, eliminate spelling and grammar errors, broken images or missing alt text, and much more.
Let's look at seven items you should consider trying.
What elements of my emails should I test?
As we mentioned earlier, you shouldn't test more than one thing at a time to clearly see what's really impacting your results. Pick one and measure against that metric in all your tests.
Subject of the message
The subject line is crucial to your email marketing campaign because it is what your recipients see first and decide whether to read your message or not.
You may have noticed that the subject line is formatted differently on most devices: highlighting the email server, screen size, different fonts, etc.
Your subject line should be catchy and interesting. At the same time, it should not sound spammy or violate email etiquette, otherwise it will end up in the spam or junk folder.
Bad example: Here is a FREE newsletter with the best article
Good example: John, February's must-reads for you
Subject line length
Subject lines between 61 and 70 characters have the highest average read rate. However, the only way to determine the most compelling subject line length for your campaign is to test it.
It's a good idea to run an A/B test during each campaign and find out which subject line length gives the best results.