Email Marketing can be one of the most effective tools in an Association marketer’s arsenal. However, simply “blasting” out emails (a term we hate at Informz!) is not enough. To get the best results from your campaigns and to achieve the most ROI, it’s important to think strategically about your email marketing. A great way to do this is through routinely testing new tactics with your audience. With analysts reporting ROI improvement as high as 25 percent for association marketers who effectively and consistently test their email marketing, it’s hard to ignore testing’s benefits. Testing can breathe new life into campaigns and it can show you what is most effective with your audience.
To improve the return on your email marketing efforts, try these testing tips:
Divide and Conquer
No matter what it seems like on the surface, no one market is the same. Segment your target audience, altering what you test and how you test for it. New members respond differently than old members. Or do they? Is there a discernible difference between the way women and men respond to your offers? Segment your market and develop your tests accordingly.
Learn to Speak Techie Fluently
A solid relationship with your technical team helps you create better tools and stronger segments, especially if you understand your control group and use statistically significant test cells.
Hypothesize Well and Prosper
Every email marketing test begins and ends with a clear, precise, testable hypothesis—your best guess. “Two calls to action in the body of the email increase membership retention more than one.” “E-newsletter subscription renewal rates go up when a bonus is included with the offer.” Inform your hypothesis with as much knowledge as you have. Look at historical data. Keep an eye out for trends. Switch things up, put your offer in a follow-up mail. Some things change over time, don’t automatically assume last year’s results are valid currently.
While it’s true no one (well, practically no one) likes taking tests, everyone likes doing well on them. By testing your email marketing, you will sharpen your marketing efforts by understanding what works and what doesn’t. Use your test results to increase member retention, improve member engagement, and make the most of the resources you invest in email marketing.
For more information join us for a free webinar on September 29th: Testing, Reporting, and Analytics...Oh My! Click here to register.
