Everyone receives marketing emails. It's unavoidable. But some marketing emails are more effective than others, especially those that are so eye-catching that they make the reader click on one of the links inside. Email Management tools like Constant Contact make it easy to create the most effective, highest converting marketing emails. This is the perfect way to test out marketing strategies for your business!
How do I figure out which format is better you say? Its easy! Email managers let you to divide recipient lists into groups, allowing you to send Group A an email, say it's called Marketing Email A, and Group B Marketing Email B. For Example: Email A is a text rich, detailed email, about 2 exclusive product deals with a few small photos of each one, advertising a limited time deal with a link. Email B shows 5 products, with a small amount of text, a small picture of each product, and a link next to each one.
The email management tool tracks which email is opened, the that get clicked, and even whether readers click through to a targeted page on your site for example the "Submit Purchase" page! Testing out formats in this manner is the most efficient means of making emails that convert for your site. This can be time consuming, but never fear, it will work!
What is important is to test out two or three specific email formats that are distinct and different from each other. Then, when you see what works, improve on it and test the format even further. As your tests progress you will learn which formats work best for your product. Maybe long descriptive emails with 2 products convert better than emails with 5 products. Maybe putting links in the body of the text works better than a list. Maybe many pictures convert better than text, or vice versa. The results will be different for each product or service.
Real Life Application: A colleague of mine at a travel agency discovered that the highest conversion was on emails that had pictures of an exclusive resort deal that she was promoting. The rate of conversion for these emails were 65% higher than emails that had the same deal next to 4 other ones that were just as good!
Using an email management tool and doing these measured tests will give you definitive proof of the most effective email format. You will instantly see which type of email has higher conversion rates, write future emails using these new ideas, and see how well it works!
How do I figure out which format is better you say? Its easy! Email managers let you to divide recipient lists into groups, allowing you to send Group A an email, say it's called Marketing Email A, and Group B Marketing Email B. For Example: Email A is a text rich, detailed email, about 2 exclusive product deals with a few small photos of each one, advertising a limited time deal with a link. Email B shows 5 products, with a small amount of text, a small picture of each product, and a link next to each one.
The email management tool tracks which email is opened, the that get clicked, and even whether readers click through to a targeted page on your site for example the "Submit Purchase" page! Testing out formats in this manner is the most efficient means of making emails that convert for your site. This can be time consuming, but never fear, it will work!
What is important is to test out two or three specific email formats that are distinct and different from each other. Then, when you see what works, improve on it and test the format even further. As your tests progress you will learn which formats work best for your product. Maybe long descriptive emails with 2 products convert better than emails with 5 products. Maybe putting links in the body of the text works better than a list. Maybe many pictures convert better than text, or vice versa. The results will be different for each product or service.
Real Life Application: A colleague of mine at a travel agency discovered that the highest conversion was on emails that had pictures of an exclusive resort deal that she was promoting. The rate of conversion for these emails were 65% higher than emails that had the same deal next to 4 other ones that were just as good!
Using an email management tool and doing these measured tests will give you definitive proof of the most effective email format. You will instantly see which type of email has higher conversion rates, write future emails using these new ideas, and see how well it works!
About the Author:
In his marketing blog Charles Newman examines the rewards of online marketing for small businesses. He provides the best marketing tipsfor low budget marketing efforts with online tools and social media.
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