Test your promotional email campaign

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@andreea-macoveiciuc-content-expert


Business Benefits

Form sharper promotional campaigns that will provide you with knowledge to apply in future emails.


Analyze your email data to determine what type of promotional emails your client base responds best to.

For example, monitor the open rate responses to upgrade emails, invitation emails, or blog emails to sharpen your email campaign

Conduct audience research to find out what holidays, events, and seasonal changes your recipients care about.

For example, your audience may care more about Earth Day versus Valentine’s Day, or March Madness versus the Golden Globes.

Segment your email subscriber list based on simple factors like age, gender, and demographics, then segment them again.

For example, further segment your customers based on average order size, in-store buyers, and referral shoppers, and use this information in your campaign strategies.

Use A/B testing to find out the best time of day and day of the week to send emails effectively.

For example, Mailchimp has built-in A/B testing that you can use to determine if sending mid-morning during the week has higher open rates compared to weekend evenings.

Test the placement and presentation of your opt out section.

For example, by making emails easy to opt out, you can raise your engagement scores and passively decrease your inactive mailing list.

Test what from name to use when sending your promotional emails.

For example, using the company name may work best for recognized companies, while using your first and last name may work well for establishing a 1-on-1 relationship with your audience.

Use your email marketing platform to determine what percentage of your recipients open emails on mobile, on what devices, and on what browsers, then run appearance tests.

For example, mobile and webmail have growing open rates, while desktop is decreasing, so test to ensure your emails open and display properly on these platforms.

Use A/B tests to improve your text-based calls to action.

For example, test contrasting colors, placement, and button or link.

Use an email platform that has A/B testing built right in, like Vero, Mailchimp, GetResponse, MailJet, or Customer.io.

Run one test at a time and select a metric as close to the money as possible.

For example, running multiple tests simultaneously can conflict with one another and distort your data. Also, while a clickbait email might result in high open and click rates, it might generate no revenue, while a regular email may result in low open rates but translate to high revenue.