Create Smarter Email Marketing Campaigns With A/B Testing
Email marketing campaigns are one of the most cost-effective ways of advertising to your potential customers. (In fact, as long as you have been gathering the emails of leads and customers in an organic way, the only cost associated with such a campaign will be the cost of writing and designing your emails!)
Just because email campaigns are affordable, however, does not mean that they should be taken lightly. After all, you can only send out so many emails per year before people begin ignoring or even blocking you. If you want to take advantage of this unique online marketing opportunity, you have to craft your emails wisely. And this is where A/B testing can help.
By measuring important metrics such as open rates, clickthrough rates, hard and soft bounces, etc. you can measure what works and what doesn’t — thus making each email marketing campaign better than the last.
If you are new to A/B testing, then you may be looking for a bit of inspiration when it comes to varying your e-mails. If that is the case, then the following six ideas may be able to help:
- Could Humor Increase Conversions?
You may wish to test the merits of a marketing message infused with humor versus a more straight-laced value proposition. Many marketers have certain preconceptions regarding the use of humor that are not always necessarily true. For example, they expect humor to go over better in a B2C campaign rather than in B2B marketing — but this is not necessarily the case.
Certain industry professionals, for example writers or advertising gurus, may actually respond quite well to humor – whereas certain consumers may feel that humor is distracting or even misleading.
Jokes can even be a wonderful chance to demonstrate your in-depth familiarity with the most important issues in your industry. (Some good evidence for this? Reddit’s ‘programmer humor’ subreddit currently boasts over 300,000 subscribers.) If you are looking for an informal way to say ‘we get it,’ then cracking a joke could get the job done.
- Does In-Depth Content Beat General Overviews?
Will a quick and catchy insight capture the attention of your target audience? Or do they prefer a more profound and in-depth look at important industry topics? Sometimes, seemingly superficial content can be quite inspiring and concise, offering value that packs a punch. (And let’s be honest, not all of us give our inboxes the level of attention necessary to get through a super long email anyway.)
All the same, for customers who are truly information-driven, it is hard to beat the efficacy of longer content. Anyone who wants to make an informed and well-reasoned decision will appreciate and respect your attention to detail. While a short and catchy email might help you pull off a quick sale, longer-form content is more oriented toward building a long-term professional relationship.
- How do Leads Respond to Multimedia?
We all process information differently. Some people are readers, for example, whereas others benefit more from an image-based information source. And virtually everyone likes video. (In certain case studies, adding video has been shown to increase conversions by more than 200 percent.)
To be certain, there is no one right answer when it comes to multimedia use. Even within a very specific sector of the same industry, there are bound to be certain people who respond better to certain types of content. This is why creating a diverse mix of content formats is usually the best strategy. All the same, measuring the distinct results garnered by different content types can help you make the most of your marketing dollars.
- Is Creating Original Content Really WorthTheCost?
Does making your own video, writing your own blog, or editing your own graphic designs truly justify the time, money, and effort that it costs? Or are you better off supplementing a small amount of original content with a smattering of carefully curated content produced by professional teams with a higher budgets and more experience? That question can be difficult to answer — and, again, a healthy mixture of diverse content is usually the best way to go.
A third path is to produce original content through the help of a third-party marketing team — for example, many of our clients here at Bearly Marketing request personalized blog posts, custom graphics, etc. This option allows you to take advantage of the efficient and effective work of expert marketers while still enjoying the exclusivity and novelty that making your own content can offer.
- To graph or not to graph?
Using graphs, charts, and other highly analytical marketing tools can be highly effective in some cases, and almost humorously off-target in other cases. (If a social media marketing firm asserted that clients received 20% more web traffic after one month, they would likely convince some prospective clients. If a soda company argued that their new product was 20% more delicious, it might get some good laughs.)
As you might guess, these types of graphics tend to be especially effective and common in B2B marketing — but once again, making assumptions is never a good idea in marketing. This is precisely why A/B testing is so important: it offers objective responses to questions you would otherwise be left answering through mere hunches, guesswork, and thought experiments.
- To PushOrto Pull?
Are your customers more focused on avoiding a negative outcome, or on achieving a positive one? Advertising that focuses on avoiding negative outcomes take a push approach, whereas advertising focused on positive outcomes take a pull approach.
Your answer to this question will likely depend a great deal upon the industry that you working in. If you sell fire extinguishers, for example, you will likely be inclined toward push-based advertising. (I.e. a small investment in our product could save you thousands of dollars). And if you sell sports equipment, you are probably more inclined to focus on a push-based approach. (I.e. look at how cool these new batting gloves are!)
Considering the pros and cons of each approach, and possibly even breaking with expectations in terms of how you advertise in your industry, can help make your advertising smarter. And if you´re not sure which approach will be more effective, than trying an A/B campaign could be right for you.
Want to learn more about email marketing, social media campaigns, and other important internet marketing topics? Visit the Bearly Marketing Blog for more great insights!