3 performance tests for email campaigns

Sending your email marketing campaign is one thing and getting results is another. You must design your email campaign suited to your audience. Sometimes it may not be easy to figure out what your audiences like or don’t like. This is why A/B testing was added to our email marketing software. A/B testing allows you to send two different versions of your email campaign to the same set of mailing list. Once sent, you can track side by side as to which campaign performs better and what convinces your users to take that ‘call for action’.

Here are some performance tests to help you understand and design better email campaigns in future…

1) Personalized Subject Line

Personalization is a powerful feature in email marketing and it is important you make use of it in your email campaigns. This test measured the open rates of a version which used a personalized subject line and a version which didn’t. Guess which version performed the best out of these two?

Version A
Improve your open rates in two easy steps

Version B
John, Improve your open rates in two easy steps

If you guessed Version B, yes you are right. Personalization must be done right. You can’t use names everywhere in the subject line and neither can you have too long subject lines. A good size is hard to tell since its different for each set of audiences and many other factors come into play. Now that you’ve got your subscribers to open your email…it time for the body content test.

2) Body/Content Test

Body or content of your email plays an important role in terms of how you structured it. Well structured content would create interest in your audience to continue reading. If it hasn’t got that sense of importance and need for reading more…its going straight to trash. Its also helpful to see what time to schedule your email campaign. Which format you choose does also plays an important role. For example look at these two different version. One is a rich HTML email and another is a simple plain email.

Version A

Version B

Which one did you think performed the best? Most of you will be surprised by this but the truth is…Version B won. The statistics show an increase in revenue of 3 times than that of a HTML rich email. It also shows a 101% increase in traffic from version B in comparison to version A. That’s got be convincing enough for you to start concentrating on your text based emails too. This is exactly why our email marketing software is configured to automatically create a ‘beautiful’ text based version of your html email by default.

Another reason for plain text campaign performing better is that it looks more personal and doesn’t rely on images showing up initially. Most of the time when you receive HTML emails…your email client asks you whether to show the images. This could be one of the reasons why Version A didn’t perform so well as initially assumed.

3) Email Landing Page Test

Lets say you won your subscribers through from the subject line…then through email content and now he/she decides to click on a link you attached. They will hopefully end up on a landing page. We posted an article earlier on landing page tips for your email campaign…be sure to read it. The main purpose of a landing page is to convince your subscribers to purchase your service/product.

This means…its crucial that you create content highly targeted to what you were talking about through your email campaign subject lines and content. Take a look at these two versions and guess which one performed the best?

Version A

Version B

This is a bit harder to guess so I’ll give you a hint (Look to your top right). Found it? Its the “Add to Cart” button size that makes a huge difference. The Version A has won this one. Having a less prominent sales button helped and it didn’t mention shipping costs involved. These things have done the trick in converting leads into customers.

Here is a another tip for you…if you want to sell more goods/services online…add the shipping/additional costs to the purchase price helps a lot. This somehow does the trick as online buyers seem to back off when shipping costs are added on top of their ideal purchase price.

We hope these have been helpful in correcting your email campaigns. Have you run these tests in your campaigns? Have you found any similar findings?