Let’s open with a question, how often do you test your emails? Emails that have been tested perform better and see increased engagement among subscribers. The result is a positive impact on everything from deliverability to ROI. We believe email testing should be an integral part of any email strategy.
The DMA’s 2017 Marketer Email Tracking Study covers topics from strategy and content to technology and reporting. We’ll be focusing however on what they had to say about email testing. Their previous study, also worth a read, places a great deal of emphasis on the relationship between email testing and return on investment.
Survival of the fittest
So you want to know which subject line will generate the most opens? When is the best time to send your email? Would supporters respond better to your CTA if there was a button? Utilise email testing and find out! Send two variations of an email to random test segments, see which one performs the best and then send the winner to the rest of your supporters. MailChimp analysed 1,720 A/B tested campaigns sent to almost over 6.2 million inboxes – the average open rate for tested emails was 24.1% and the average click rate was 5.5%. This is a comprehensive increase over the average open rates of 21.7% and click rates of 4.7% across all lists. It’s worth doing!
How competent are you?
Whether it’s your content, your creative or your timing, it’s incredibly important to test and see what works best for your audience. You can identify patterns, tailor your emails, increase engagement and ultimately improve the user experience.
Of the companies in the DMA report, 14% said they had ‘no competence’ in testing while a further 8% don’t test their emails at all. That means that more than 1 in 5 marketers however aren’t making the most of email testing. Likewise, 40% of respondents said that less than a quarter of their emails included a test. Testing should be a best practice, especially for charities. More than anyone else, they often have to do more than with less. Use it to refine content, increase conversions, reduce bounce rates and improve all aspects of your campaigns.
The time to test, analyse and understand your data should be included in your campaign schedule. Email testing allows you to work through any issues or decision points and maximise your email performance.
Speak to us
A good spot to start from is a testing plan which identifies what improvements you’d like to see and what you would like to test. If you’d like help putting a testing plan together get in touch with us and we’ll help you better utilise email testing to enhance the performance of your email campaigns.
Alex is a Digital Content Coordinator at Copper