After you've completely written your email campaign, inserted all your calls-to-action, and finalized your contact list, all that's left is to click Send, right? Wrong! If you're not testing your eNewsletter before sending, you could be making some mistakes. Read below for the biggest email marketing testing mistakes and learn what you can do to overcome them.
Not Using Analytics
Since many email marketing services have integrated Google Analytics in their plans, it's a shame not to take advantage of it. It's incredibly helpful to get the complete picture of what links lead to a sale. If you're only measuring email metrics and which subject lines get higher open rates, you might be missing the bigger picture of how your eNewsletter can lead to more sales. Make sure to think about your goals before setting up your analytics.
Not Segmenting Email Lists
If you have a large email list, you might not be sending your email campaign out as efficiently as you could be. If you spend the time to segment your contact list and tailor content to the different demographics of each segment, you will learn how to better appeal to your contacts and craft the perfect message.
Stopping Tests Too Early
Just because you get one big "win" on your testing doesn't mean you should stop. Your email list is constantly updating with new subscriptions, so you should never just rest on your laurels. Make sure to routinely work on improving your email design and layout, including layout, calls-to-action and other content for testing.
Testing Too Much
You don't want to generate too much testing data that you can't keep up with everything. Find the right pace for you regarding testing your email campaigns by thinking critically about your tests and what goals you want to achieve.
Ignoring Email Copy Tests
While you're testing all the other elements of your eNewsletter-the layout, images, social media, links, etc-don't forget about the body of your email. Test out different voices, length, copy layouts, and more. And, most importantly, don't forget to check your email for grammar and punctuation.
Testing Additions Only
While some marketers push for more rich media in their emails-images, links, text, buttons-what you subtract could be just as important, if not more, than what you add. Too many additions could confuse your readers, while eliminating some elements could reduce the number of decisions a subscriber needs to make. Focus your message on a single goal and see if there are any elements distracting readers from reaching this goal. Make sure to test the impact of removing those elements.
Not Asking Others for Ideas
Marketers aren't the only ones with great ideas. Use the resources in your company for greater insights into your email marketing campaigns. Chat with the sales team or customer service reps to see what they are hearing from the customers. These talks might spark a great idea for the perfect subject line that leads to higher conversions.
Learn more about email marketing software that can help you hone your eNewsletters at www.Email-Marketing-Options.com.
Article Source: http://EzineArticles.com/?expert=Darcie_Duttweiler
