How to Build a Test Plan to Improve Your Email Program's Effectiveness


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Email Marketing Best Practices

How to Build a Test Plan to Improve Your Email Program's Effectiveness

Here's an exerpt from SubscriberMail CEO Jordan Ayan's book "The Practical Guide to E-mail Marketing" on email testing. Use this checklist next time you go into a meeting to discuss how to improve your e-mail marketing performance.

Step 1: Ask a Question

Start the testing process by asking a question. What are you hoping for? Determine a specific goal to accomplish rather than attempt multiple goals with one blanket approach. A series of small steps can be easy to test and analyze:

I'd like to have more people open my messages.

I'd like to have more people click through to my Web site.

I'd like to reengage with historically inactive people.

I'd like to have people click on a specific area, topic, or action.

Step 2: Form a Theory

Use your marketing experience and best practice knowledge to determine what aspects may make a difference in achieving the goal you've defined.

I think people may be bored with my current subject lines.
I think that the placement of the specific content may drive more people to action.
I think that people may not understand this is from my organization and therefore will not interact.
I think my calls to action need to be stronger.

Read the original posting at b2bemailmarketing.com

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