Test, test and test again!!!

We all know that we need to test and segment our email campaigns, but why? With the economy as is, it is even more important to start sending emails that are relevant to your customer base to increase your ROI (return on investment)

Testing has become a lot easier and quicker to do, and MessageFocus (Adestra’s Email Marketing Platform) can randomly split your lists automatically! All you need to decide is what you want measure and how you will measure success (Opens, Clicks, Conversions)?

Below is a small list of options that you can test;

• From Name
• Subject line
• Links
• Copy
• Personalised content versus non personalised content
• Discount versus free postage

Make sure you have a control cell and that you are only testing one element at a time, this way you will know exactly what you did to increase response. therefore launch your campaigns at the same time. You don’t want the time or day of the launch to influence results (unless that is what you are testing).
For more information on the what, where, when and how of testing, contact your strategy consultant, or if you are not a client of Adestra please email us on moreinfo@adestra.com

Jo Taylor, Trainer