Everyone with an email account receives marketing emails. In today’s high paced technology savvy environment it’s hard to avoid. But despite this fact certain marketing emails are more effective than others, especially the ones that are so attention grabbing that they entice the reader to click on the links inside. Email Management guides like Constant Contact make it simple to produce the most efficient, highest converting marketing emails. This is the ideal manner in which to test out marketing plans for your business!
How do I test which format is better you ask? Its simple! Email managers allow you to split recipient lists into groups, so that you can send Group A an email, lets call it Marketing Email A, and Group B Marketing Email B. Example: Email A is a text heavy, descriptive email, about 2 special products with a few small pictures of each product, advertising a special deal with a link. Email B contains 5 products, with brief text, one small photo of each one, and a link next to each product.
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!
The key is to test a few email structures that are different. Then, when you see what seems to work best, improve on and test the layout even more. You will learn what format works best for your product or service. Perhaps long emails with a couple products convert better than brief emails with several products. Maybe inserting links in the body of the email is better than listing them at the end. Perhaps just photos convert more efficiently than text, or the opposite. The end result will be different for every product or service.
Real Life Example: A colleague and friend of mine at a travel agency found through this method that the highest conversion was on emails that had pictures of a single exclusive resort deal that she was promoting. The rate of conversion for “Exclusive” emails was 65% higher than emails that had the same deal adjacent to four other deals that were just as incredible!
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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