Email marketing campaign is an excellent way to make huge number of prospects into real world customers. It’s needed to fetch maximum benefit from email marketing concept so that the new business or the new concept gets maximum exposure. Before starting the campaign of email marketing, it’s better to test the effectiveness of the campaign by doing a random testing.
Steps to Improve Email Marketing Campaign through Testing
Testing the effectiveness of email campaign has some steps to be followed:
1. Selection of 50-100 random email ids among the prospects.
2. Dividing the random sample into 2 groups.
3. The first group is made the controlled group.
4. The second group is made the changed group.
5. Only one relevant change to be done at a time.
6. The changed group should be tested with the changed email ad campaign.
7. The control group should be sent the original format of the email.
8. Feedbacks to be recorded thoroughly prospect wise.
9. Final decision to be taken depending on the result of feedback.
10. Necessary changes can be made or original format can be kept depending on the test result.
The common aspects where the changes generally made
There are some common aspects of email marketing where the marketers normally make changes as per the test results-
1. Content: Content is the heart of email marketing. Prospects normally prefer short content with all relevant information, i.e. short but descriptive. However, the length of content may sometimes need to be broad as the concept demands so. The random test result can show what the prospects actually expect from the seller.
2. Subject lines: This is very vital since this is the first thing in an email that a prospect notices at the first instance. Some sellers prefer to the point and simple headings while others prefer tricky subject lines. The test result will show what the prospects at large prefer. Now a day, the internet savvy generation is well adapted to all forms of email marketing. They quickly catch the deceitful headings and summarily reject them.
3. Graphics: Graphics are the vital part of an email. It’s the most attractive part of the body of an email. Many sellers prefer one big graphic as an introduction while others prefer short but frequent graphics. There are many instances where graphics are limited to the name and logo of the organization. The perfect one can be chosen depending on the test result.
4. Sender’s Identification: large numbers of emails are normally sent as a part of promotional campaign. Some organizations prefer to hide the sender’s identification to the prospects. Here, prospects can know the name of the organization where from the campaign is made. Other organizations prefer to put the email id of the responsible person or department in the email. Prospects now a day prefer the second option as they think that by putting the email address of the responsible person or to whom the prospect can contact; the organization gives a human touch to the campaign.
Changes may be necessary or may not be. The test result is a perfect one to get relevant feedback and making necessary changes. In some situations the original format may be found just perfect for that situation. Anyhow, testing before adapting is a good step for this kind of campaign.