Email Newsletters: Testing, Testing, 1, 2, 3
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Wondering what to do to improve the click-through rate from your email newsletter? Wayne Hurlbert illustrates how to test new formats in your newsletters to help pinpoint what is working and what is not.
Johnny kept sending out his email newsletter to his subscribers and kept getting back modest returns. He tracked his results and knew how many recipients opened the email, what percentage of readers clicked through to the offer, and even the total number of conversions to paying customers. His problem was not knowing how to make improvements in those overall results.
Online businesses using email newsletters as a marketing device must not only track their results, but they must also test various potential improvements. Changes can be made to the three main components of the newsletter, including the opens, the click through rate, and the conversions to paying customers. What many email marketers fail to do, however, is to test new formats for the newsletter.
Not only is the newsletter content itself something that invited improvements, but the delivery technique is also a possible testing point. The click-through methods can always be checked for their overall value, and some huge alterations can be made with minimal effort. The conversion rates can be improved by testing out different variations as well.
There is no limit to the methods that can be utilized to improve the overall email newsletter results. In the end, they all require testing. Without side by side comparisons, of apples to apples, the email marketer can never be certain if a change is netting the desired results. Only with testing can the marketer know for sure what is working; or perhaps more importantly, what is not.
By utilizing various tests, an email newsletter marketer can uncover hidden opportunities to increase returns. Often, little or no additional expense in either money or time is required. By making testing of everything in the newsletter format a required part of the program, much stronger revenues can be the end result. That is what makes the test taking worthwhile.
Next: Testing Out in the Open >>
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