Email marketing experiments can deliver big results. Dynamic content, layout, design, timing, and frequency tests can all help invigorate your email marketing efforts. But, do you know what you should be testing? Are you testing correctly? And, even if you do get accurate results are they significant enough to justify making major changes to your email strategy? At OptIn’19 we gathered experts from Holistic Email, EveryAction, and eDataSource to answer these very questions. Here are a few of the insights they touched on:
CEO & Founder of Holistic Email, Kath Pay, spoke largely about the lack of training surrounding email testing. She said that because very few email marketers have been formally taught how to test, most don’t do as great of a job as they could be. Many email marketers are fixated on testing subject lines and CTAs rather than looking at the bigger picture: what motivates the customer? If the variables you’re testing don’t align with your customers’ goals, the results of your test won’t be very significant.
President at ActionKit, Patrick Kane, talked about his experience using email testing to increase contributions to his clients’ political campaigns. Kane mentioned that ActionKit had a client who had tested placing a CTA in the upper right hand corner about 10 years ago and had seen great results. Accordingly, many other similar organizations adopted this same convention without testing it themselves. ActionKit re-ran the experiment more recently and found that this design choice actually caused negative conversions on mobile devices, thus proving the importance of understanding testing as an iterative process requiring marketers to retest over-and-over again.
Similarly to Pay, CEO of eDataSource, G.B. Heidarsson, focused on how many email marketers don’t actually know what they’re testing for. For instance, he’s seen that many marketers test creative based on subject lines, which begs the question: if a customer has to open an email to see the creative, how can the design of the email affect open rates? Moreover, he talked about how open rates are not necessarily an indicator of success. If customers are opening your emails but not converting this could lead to major problems down the road.
Interested in hearing all of the amazing insights on experiments in email our panelists had to offer? Watch the instant replay of this panel today!