Description of Offer: The way you position your offer may have an impact.Here are some important landing page elements to test: Think of it in the context of driving that particular action, which means optimizing where the action takes place: the landing page.Īfter all, if you create this great email that drives lots of clicks to your website but then you lose those potential leads at the last stage, it's like you've run the first leg of a marathon but then decided to drop out of the race during the very last mile. So don't think of your email in a vacuum. The goal of your email is not just to get someone to open or click through it's also to take some action. Analyze the landing page you'll be linking. Name of Offer: Sometimes the way you position your offer can make a difference with your audience.Length/Size: Does your audience prefer smaller, bite-sized offers like tip sheets, or are they hungry for more, like an 80-page ebook? Try testing longer forms of content vs.
Format: Which offer format does your list prefer? Do they love webinars? How does that compare to their interest in ebooks, kits, free trials, etc.?.Topic: Do certain offer topics resonate better with your audience? For example, we might test one of our ebooks on Facebook against one of our ebooks on Twitter.Here are some more specific offer elements you can consider testing:
This testing alone increased our monthly email leads 4-8x instantly. Instead of taking our email list and sending them all our latest ebook, we would take a smaller portion of the list, split it in half, send them each two different offers, and then send the better performing offer to the (larger) remainder of the list. We started doing this sort of testing religiously back in the summer of 2010 and saw dramatic results. The reason this is particularly important is, while you may think your offer is the best thing since the iPod, you may also be wrong. Whether you're testing two ebooks against each other, or an ebook versus a webinar, this test is bound to get you better results overall. Possibly the biggest lever you have in your email marketing is not the few words you use to describe your offer, but rather, the offer itself. In this blog post, we'll highlight the top email testing tools to try and what to test on them. So, are you ready to run some big, exciting tests? While I'm sure this strategy can end up getting you the most tested, optimized subject line that will ever reach an inbox, the impact of these tests are minimal compared to all the other things an email marketer could be testing. Meaning that those few words that get your subscribers to open your emails and see your wonderful offers are what marketers focus on most in their attempts to optimize their email marketing. In fact, MarketingSherpa's email survey found that subject lines are still the most commonly tested element in email marketing. A/B testing is one of those techniques that, if you have enough volume to give you significant results, is pretty much guaranteed to generate better results from your marketing.Įmail marketers have known this for ages, but what drives me nuts is that they waste their time on tiny little tests - instead of tackling some of the bigger, more exciting tests that yield real insights and improvements.