Testing Email Messages For Maximum Impact - Jump Start the Effectiveness of Email Marketing!

Testing email messages is important. Before you blast your entire email list with the same email message, you want to do some testing. If you take the time to test different versions of the same email, you can maximize the effectiveness of it.

1) What do I test?

You want to create multiple versions of the same basic email. When creating the versions, you want to make adjustments to the following things in each email so you can test overall effectiveness:

- The placement of images in the email

- The images used

- The subject of the email

- The highlighted text in the email

- The incentive/discount/announcement

- Colors and fonts

For each email version, you want to place images in a different place in the email and hyperlink the images to a page on your site. You want to track which emails get the most clicks from the images.

In addition to changing the image location on the email versions, you also want to change the images. So if you have 4 different placements for the images, and 3 different images, you will need 12 different versions of the email.

You should also test the subject of the e-mail. You want to come up with 3 or 4 different versions and test them. The test is to see what percentage of the emails have been opened after 24 hours. The higher the percentage the better the subject likely was.

Once you have identified the subject that is most effective and the best placement of images, you also want to test different version of the text and different incentives. Some of the incentives to consider testing:

- Free Shipping

- Buy 1 Get 1 Free

- % off (you determine the percentage discount)

- Free Gift with Purchase

Over the course of running several email campaigns, you will start to see which incentives result in your highest conversion rates.

2) Do I Test Every Email Campaign?

At the very least you want to run these tests over a few campaigns to start to learn what your audience responds to. If the email blast is important enough, you may want to run tests on that specific blast.

Obviously, if you have a small email list it will be very hard to run these tests. It is easier if you have a large email list. As long as you have at least 100 people on your email list, you should be able to start running these email tests.

It is important that you have accurate statistics from your campaign; otherwise, the test is not going to be helpful at all. Most of the better email marketing programs including iContact and Constant Contact have very good analytics.

Taking the time to run these tests can result in significant improvement in your email marketing results.

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