Skip to main content

Emails offer a tremendous opportunity for you to split test new ideas in design and content.

Test tubesAs a marketer, you understand the importance of testing and measuring your campaigns. Analyzing results gets you the best return on your investment. However, revamping websites or even changing one webpage is time-consuming and costly. A faster and easier way to make design and content changes and test the results is by first using email. Sending emails to your target audience is a faster way to test new ideas.

Why Email is a Good Testing Ground

Email providers like Adestra make it easy to craft a simple email, there are a wide range of templates available that you can customize to meet your needs and designers who can create great looking emails for you. Email design has evolved beyond the original plain text messages – emails are now more interactive, but you have to make certain that this is what your audience wants. With the newer email designs in place, you can now quickly test or try out new ideas for a logo, color scheme, graphics, template, or other visual changes you are thinking about.

Although graphics in emails generally get the most attention during the creation of the campaign, the content is still the most important component of an email. You know that providing useful information is an essential part of marketing. In you emails you can easily test new sections such as a Q and As, profiles of customers, resource links, or any other type of content. Your target audience wants content, but they may prefer certain formats such as blog posts, in-depth articles, surveys, or videos. By adding different types of content to emails and testing them, you can learn what your market most responds to.

The Benefits of Split Testing

The whole point of testing is to try out many new ideas to find the ones that yield the best results. Also known as A/B testing, split testing is an experiment that compares two versions of an email. In each case, only one component of an email changes such as the logo or subject line. Everything else remains the same. With split testing you can easily find out which version does better. Email providers make split testing easy with advanced functionality to, for example, allow you to randomly send one version to half your email list and the second version to the remaining half of your list.

Using Analytics and Data

Analytics provides you with valuable information that helps you to improve your email campaigns. Data such as open rates, number of click-throughs, bounce rate, and keywords searched tell you how well or how badly an email performs, and analytics also tell you what sections of your email were most read by customers. All of this relevant information helps you to choose between new design and content ideas that are the most popular with your audience. You can then take these learnings and incorporate the most successful ideas into other areas of your marketing, such as new web designs and content marketing strategies.

Experimenting with email is an effective method for discovering what works and what doesn’t with your target market. By choosing the best performing ideas, you can increase the effectiveness, and ROI, of your marketing.