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The big picture of email that many marketers overlook is that not only is it cheap and fast, but it also provides a way to know what works and what doesn’t. It’s affordable and offers the subscriber more information than direct mail, and response times are reduced from weeks to hours.
However, very few marketers take the time and effort to test their email newsletters and emails. Many of them wonder if it’s worth the effort. If the order button is moved from the bottom of the page to the top, where it is most visible, the click-through rate will increase by fifty percent. With results like these, it’s worth the effort. With hundreds and millions of dollars involved in email marketing, money cannot be wasted.
The only way to find out about offers and topics that work for your audience is to try them out. Tests can be done on preferences, emotional triggers, reactions to subject lines, whether they like short or long format, and whether they like text or HTML formatting. Valuable information about the audience can be obtained by testing variables.
The basics of email can be started the same way you can format the simplest parts of an email. Most emails are not readable due to incorrect HTML code. Emails should be tested in various types of email applications such as Yahoo or Outlook. In this case, a sharp change in the overall response speed can be observed. Testing must be under control. Sometimes marketers get so overwhelmed that they check all emails at once. If two completely different versions of the same email are sent to different groups, you won’t be able to tell what worked and what didn’t. Therefore, it is necessary to select only one item to test at a time and then observe the audience’s response to that particular variable before testing another variable.
Timing is also important when sending test emails. When sending several test emails, you should take into account the time of sending. It remains to be seen if emails can be sent at the same time, same season, etc. This also includes testing more than one variable at the same time. According to research, Wednesday is the best day to get answers. Other statistics say that at least thirty to fifty answers are required to make the right decision. Some of these answers may be confusing, but almost ninety percent of them will be accurate. The list of elements can be broken down into a smaller list and centered on a single list.
Learning doesn’t just mean getting graded. This means that we must receive grades or results and learn from them. If something is wrong in the email, a fix should be sought. When email marketing efforts are put to the test, the purpose of this testing procedure is to test one or more elements or variables, the results should be analyzed and the lessons learned applied. Otherwise, it’s a waste of time and money to try. And when the results are ready, the seller must know how to apply the newfound knowledge.