Email marketing Test Common mistakes

To successfully run a mail test, you should avoid the following error.

Error 1: Too many project changes at the same time

When you change multiple items in the same e-mail version and test it against your standards, you won't have much to gain. Suppose that in two versions, their layouts, promotions, replicas, and even products are completely different. Any change can help or hurt the answer, but with these consequences, you can't tell which one of the consequences is caused by that change. One change may increase the opening rate by 10%, but another change in the same e-mail may reduce the 10% click-through. So: Test only one element at a time.

Error 2: Only see conversion rate

For e-mail readers, there is a logical order: they are attracted to the topic and then open the information. They like the way they greet when they open the mail. They are attracted by the copy and inspired by the offer. They open multiple links and order last. If you do not do a good job, your email will be declared a failure. Bad headlines, bad greetings, bad quotes, poorly functioning links, poor products and high pricing, or confusing orders, which leads to low conversion rates? If you look at the conversion rate yourself, you may never know.

Test each part individually. First, choose a title that is better than the other headings. Then add your best greeting. Now you can test the different versions of the copy. You also need to test the pricing and then the order form. Never think of testing as simple, especially when testing each element separately.

Error 3: Provide too many choices

In the direct mail business there is a saying: "Choose to kill the choice." Direct Mail Http://www.aliyun.com/zixun/aggregation/38848.html "> Marketers test again and again to provide readers with two and more than two direct mail choices, and an email with a possible answer: take it or leave it. Messages with only one option always trump multiple options. For example, a company promotes Low-cost travel for timeshare. There are two options: one option is: "69 dollars in Florida State's Family Weekend vacation in Fort Lauderdale." Choose any of the following six weekends, the holiday will belong to you "; the other option is:" 69 dollars in Florida State's Lauderdale Family weekend vacation with only one spot: March 12 ~ 14th. Please call now. "The second message will always be much better than the first message.

Although you are engaged in e-mail marketing, do not assume that you will not get experience in direct mail. There are many basic truths about marketing early on, and killing choices is one of them. Don't make mistakes that give your readers too many choices.

Error 4: Unknown field

There is a beautiful song "The Music Man": "Which day to talk about, which day to talk about?" ...... You know the field. "In e-mail marketing, if you know who you're sending e-mail to, you'll get better results." Are they rich seniors or college students? Are they married women or single men? Do they live in big cities or in the countryside? Are they the buyers who have previously registered but not purchased any goods?

The new element you are testing may attract some people, but it may also allow some people to unsubscribe. If you know nothing about the reader (like a hunter without knowing his hunting field), then your test needs to change a lot, such as major improvements in navigation or promotions that are of interest to everyone.

If you really know a field (for example, you're a farmer), you can show different things to different groups of people who read your emails. For different groups of different tests, the more tests you carry out, the more accurate the results will be.

Error 5: Testing through all Members

The worst e-mail project is done with the participation of all the members of the different departments in your company. Some people like this idea, others may like other ideas. You use a compromise approach, using a message that people don't like very much, but very few object to it. Good ideas arise from the process of discussion, and they may be bad ideas before testing. The results need to be produced by the a/a test-a bit awkward, but the two versions are indeed the same.

A better way is to get your subscribers to get rid of bad ideas and encourage good ideas. Let creative people boldly try new ideas. Can you build a group of unanimous acceptance through an email? or build consumer loyalty? Or finish the sale? After all, it's just an e-mail. A word in the mail doesn't have a big impact on the company's reputation. Just relax! Try new ideas.

Error 6: Use personalization in the title

Since the personalized e-mail text can improve the click rate and conversion rates, why not personalized application in the title? It used to be a good idea, but it was destroyed by spammers. Now, millions of of people receive e-mail from people they don't know but know their names, and they get personal information from phishing expeditions. If you use the subscriber's name in the title, your message may be considered spam and cannot be sent.

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