Everyone receives marketing emails. It’s unavoidable. But some marketing emails are more effective than others, especially those that are so eye-catching that they make the reader click on one of the links inside. Email Management tools like Constant Contact make it easy to create the most effective, highest converting marketing emails. This is the perfect way to test out marketing strategies for your business!
How do I figure out what the best format is you ask? It’s a piece of cake! Email management programs give you the ability to separate recipient lists into groups, letting you send Group A an email, for instance one called Marketing Email A, and Group B Marketing one called Email B. For Example: Email A is a long detailed email, about 2 limited time special deals with a several small pics next to each one, and a link. Email B shows 5 products, with very little text, a small pic of each product, and a link.
The email management tool tracks which email is opened, the that get clicked, and even whether readers click through to a targeted page on your site for example the “Submit Purchase” page! Testing out formats in this manner is the most efficient means of making emails that convert for your site. This can be time consuming, but never fear, it will work!
What is important is to test out two or three specific email formats that are distinct and different from each other. Then, when you see what works, improve on it and test the format even further. As your tests progress you will learn which formats work best for your product. Maybe long descriptive emails with 2 products convert better than emails with 5 products. Maybe putting links in the body of the text works better than a list. Maybe many pictures convert better than text, or vice versa. The results will be different for each product or service.
Real World Application: One of my colleagues at a travel agency found that the highest conversion was on emails that included pictures of one exclusive resort deal that she was advertising. The conversion rates for these emails were 65% higher than emails that contained the same deal next to 4 others that were just as good!
Using an email management tool and taking these measured tests will provide definitive proof of the most effective email format. You will immediately see which kind of email has higher conversion rates, write following emails incorporating these new ideas, and see how efficiently it works!
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