That’s how you will keep your email strategy up to date. To be sure that after testing something and choosing a winner you take the right decision you have to know what to test. Don’t focus your efforts on things that don’t worth it.
In this article we will talk about the essential elements you should test at your email strategy.
This is the biggest step – because if you don’t attract your audience with your email subject line, they won’t see your offer and they will never know what you want to tell them. You may have great content inside your email but an email without a great subject line is like giving a diamond in a ragged box – no one will be interested in that box.
Here are some tips that can help you when writing a headline:
- Keep it short;
- Use negative words;
- Use numbers;
- Use interesting adjectives;
- Personalize it.
If you are one of those who want a secret formula, we can give you one that can help you with your headlines: Number or trigger word + Adjective + Keyword + Promise.
You can try anything: sober, funny, curiosity, questions, scarcity, promises and the list can go on.
Before they see your call-to-action, you have to attract them with your content. Many companies use an attractive call-to-action, but fail in the content area. Instead of focus on consumers’ needs, they focus on what they think it’s important to their clients – and that’s bad. You can try to test the way you present them your offer, but never forget about features and benefits – tell them what your offer is about and how this can solve their problem. Use different kind of approach to present them your offer.
And here we are at the Call-to-action part. Right here you have multiple things to test: text, fonts, color, position and visibility. Make sure you tell your customers exactly what you want them to do: buy a product, subscribe to your newsletter, download your eBook or maybe register to your webinar.
In this case you should also pay attention at verbs, adverbs, numbers, length, language – anything.
[b]Promotions and bonuses[/b]
When talking about this you should try to test the way you present them and of course, you should try different kind of bonuses. Make them see the benefits of your offer from different points of view. Concentrate you efforts in finding out what will impress more your customers.
This is a very important element – great subject line, great email, but you send it at an inappropriate hour and there is where you meet crash. No one will see your email if you don’t choose the right time. Try to test different hours and also different days. Focus on thinking when people check their email, when do they have the time to read yours.
Now that you know all this about the elements you can test, don’t start testing them all together. Remember that you don’t have to test more than one element at a time and that there is no winner forever! Continue testing!
Did you try A/B testing any elements from your email? What did you find out?