Email Newsletters: Testing, Testing, 1, 2, 3 - Testing the Clicking Rates
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The rate of click throughs to the actual website provides a wealth of testing opportunities. With some creativity, on the part of the email marketer, the content of the message can be tested to determine the best layout and design. The types and location on the page of links can even be tested.
Test the information found above the fold. That includes all of the newsletter that can be read in the computer screen without scrolling the page down. Note that different computers have differing monitor sizes. Within monitors themselves, there are subtle differences resulting from the installation of browser toolbars. Be sure to consider those variables in your tests, and make allowances for them.
It’s easy to test whether an offer placed above the fold will result in click throughs. Simply place a link, so it will appear instantly in the screen on half of the newsletters, and not on the balance of the emails.
The same form of test, can be used for link locations within the text, and for numbers of clickable links on the page. Remember to only test one pair of ideas at a time, so as to not distort the results. Provide each link with a separate coding or landing page to track the test results.
Try two slightly different wordings of the offer, to each half of the test group. While the same offer is unlikely to be used again, the wording format can be repeatable. Once a more successful type of wording is uncovered, it can be incorporated into future newsletter offers.
The format of the newsletter itself can have a profound effect on both the opens and the click through rates. Some email marketers use a text only newsletter format, despite some lingering problems with tracking. Not all newsletter servers are able to track open rates of text only products.
The alternative format is an html coded newsletter. They are easily tracked, more readily customized to any design, and can contain photographs of the products on offer. It will pay any marketer to consider testing both text and html newsletter formats.
A slightly higher html cost will be more than offset by a higher open and click through rate, should those people convert to customers. Of course, there are no guarantees that such a pleasant turn of events will ever take place. As with everything, be sure to test the results.
Next: Testing for Conversion Rates >>
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