Email Marketing

From all experience with the best online retailers, email marketing can be the most efficient method for marketing to your customer base. The reason is that you are following up and remaining relevant prospects or customers and are slowly converting them from a cold lead to your warm market.

Here are four steps for creating an email testing plan that will skyrocket your response rate.

1. Prioritize what you need to know.
Identify the email variables (subject line, offer, creative,
etc.) that you think will have the greatest impact on response, and list them in priority order.

2. Design your test.
Map out all of the email attributes and the possible combinations you’ll be testing, and create a unique group for each possible combination of variables.

3. Select a test period and duration.
Select a test duration (a month, a quarter?) and keep it as short as possible. The longer the test period, the greater chance that external factors will impact your results and thus increase your margin of error.

4. Establish a control to test against.
Good test design always tests against a control. The control group is a segment of your list that receives no special treatment or variation from the norm.