By tracking the click-through rates (CTR) on your CTA across emails, you can determine which messaging is effective and which offers subscribers find most compelling.
11. A/B test your content
One valuable feature within most email marketing greece phone number list platforms is the opportunity to experiment with your email content through A/B testing by sending out different versions of a single email.
Here’s how A/B testing works:
(A) is sent to a subset of your mailing list (e.g., 100/1,000 subscribers).
Another version of your email (B) is sent to a different subset of your emailing list (e.g, 100/1,000 subscribers).
After a period of time, one of the two emails “wins,” determined by performance based on metrics like open rate, click-through rate, or another variable you set within your email marketing platform.
The winning version of the email is then sent to the remainder of your email list (e.g., 800/1,000 subscribers). This process can be automatic or manual.
With A/B testing you can compare different elements of your email sendout to see what performs best. Here’s a list of the different elements you can experiment with through an A/B test:
Headline
Preview text
CTA button
Visuals
Copy
While A/B testing can be an effective strategy, developing multiple emails can be time intensive and unrealistic for a small business. To start, test simpler aspects of your emails, like headlines and preview text. As your email marketing strategy expands, consider testing other features of your emails too.
A/B testing is an email marketing
best practice because it allows you to put your hypotheses place holder to the test. If you suspect that a shorter email will perform better than a longer one, you can run the experiment. If you have a hunch that asking a question in a headline will yield a betting email list higher open rate than a statement, you can let your subscribers decide. A/B testing different elements of your emails over time will get you closer and closer to the winning formula that works best for your business. While email testing is valuable, ensure you’re measuring the right thing. While metrics like open rate and click-through rate are valuable to know, it’s even more important to know how effective your emails are in goals like converting customers to subscribers.
12. Use audience segmentation
One key advantage of email marketing, as compared to other marketing channels, is the ability to send tailored emails through audience segmentation that yield more targeted and granular campaigns.
By capturing important details about subscribers when they sign up, or creating different segments based on email or website activity, you can send relevant updates to different segments of your mailing list (e.g., four segments of 250 subscribers each) rather than sending broad emails to your entire list (e.g., one segment of 1,000 subscribers).
A small email study conducted by Mailchimp sampling 2,000 users who sent segmented campaigns found evidence that segmented campaigns are more effective than non-demented campaigns:
