Email Testing Basics: Getting Started

Email Testing Basics: Getting Started


Today we are going to talk about testing. Anytime we are sending an email we have an
opportunity to learn more about the audience that we are sending to and so we should always
test something in every email send that we do. When we test a variable and we learn something
about our different segments we are able to make small changes for the next send that
will increase the amount of opens or clicks that we get in the next email and the important
thing to remember about this is that we can test virtually anything. You can test obviously things like a subject
line, preheader, the combination of the two or you can test things like the content, length
and type of content. You can test things like the graphic text ratio, or you can test your
calls to action, both in placement and color. We don’t ever want to miss out on this opportunity
to gain valuable information. One of the things that testing will tease
out for you is the differences in how different segments respond to the content that you put
in front of them and this will help you tailor better content for these segments moving forward. So this is my favorite assignment that I have
come up with. I want you to take the next email that you
have to send to a large group of people. Whether that is at work, maybe it’s family,
maybe it’s friends. Keep the content of the email the same. Write your whole email out and then craft
two different subject lines, maybe do one utilizing one emotion the other one with another
emotion or take a look at the subject line and do one as a question or one as a statement
and then send the email out, then take a look at the results. See who open the email. See how they responded
to that email and catalog that. Figure out, did you learn anything about your friends, your family, how they respond to emails? Is a great way to learn a little bit more
even about your friends and family and it’s a fun test. Maybe you can incorporate into helping you
this on a more regular basis going forward with the emails that you are sending promotionally
for work. We’ll see you soon, on DMD Dialogue

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