Select tests that make an impactThere are an infinite number of tests you can perform, but here is a quick list of some test concepts we have seen produce actionable results: Subject Lines: While subject line testing is probably not going... More

Select tests that make an impact
There are an infinite number of tests you can perform, but here is a quick list of some test concepts we have seen produce actionable results:
 

• Subject Lines: While subject line testing is probably not going to be the biggest impact to the business, it's certainly a great place to start with its ease of execution. The test is simple, randomly assign two or more subject lines and measure response on the backend. Make sure you keep your key success metrics in mind. A quirky subject line may produce more opens, but if it doesn't drive more revenue it may not be a winner.
  
  
• Sense of Urgency: Creating a sense of urgency around the offer/call-to-action can produce outstanding results. Classic examples of "urgent" language include "Only 2 Days Left" and "Ends Soon" - - anything that contributes to the subscriber acting now. This is one of the first tests that should be executed when developing a new email program.
  
  
• Call-to-Action:  Having a clear call to action is an essential part of all email messages. Where you can really drive the business forward is testing different call-to-action tactics. Examples include testing different call-to-action "buttons" and testing the call-to-action placement within the message.
  
  
• Multi-series Messaging: Multi-message streams can be tested in content, number of messages in the stream, and timing. This is an area that can really stretch the imagination of your Marketing Team - - the sky is the limit with testing!

 
Fit testing into your marketing calendar
To adopt a consistent approach to testing, it needs to be something you commit to and don't de-prioritize. Consider developing a 12 month test calendar to keep yourself on track. Identify a handful of items you want to test during each quarter, and then add them into your marketing calendar to keep track of your goals, test execution dates, when it's time to analyze your results, and key findings.
 
Finally, acknowledge that all of your tests will not work. This is part of the continuous learning cycle. Test your theories, analyze your results, draw conclusions, and then move on to the next opportunity.
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Most marketers understand the value of periodically testing a new product or strategy, but testing should be a regular part of your email program. It's easy to become complacent with testing, especially if your program is performing well. But adopting... More

Most marketers understand the value of periodically testing a new product or strategy, but testing should be a regular part of your email program. It's easy to become complacent with testing, especially if your program is performing well. But adopting a consistent approach to testing will ensure that you understand the impact of changes you are making to your program over time and that you are committed to continuous learning.
 
Here are some key things to keep in mind as you evaluate your own testing approach:
 
Define your goals
Testing without defining your goals is a sure way to waste your time. Make sure you clearly define what you are trying to learn. Are you trying to increase conversion? Are you trying to increase open rates? Are you trying to increase engagement or clicks? Create a list of questions you want to answer and then use that as a starting place for building your plan.
 
Make sure you can measure results
Before you execute a test, make sure you have the tools in place to measure response. You may need separate revenue tracking codes for test cells, or you may need to apply a special code to test records so you can separate results. Figure this out in advance and you will save yourself a headache on the backend.
 
Make sure your test is significant
First, make sure your test sample size is large enough to produce actionable results. Since program response varies, there is not a magic number of records to test, but there are calculators you can use to determine if your test sample size is statistically valid. Second, make sure that your test is different enough from your control to produce actionable results. For example, if you are testing subject lines your probably will not see a significant difference in response if you only change one or two words. Differences need to be more drastic to be measurable.

Stay tuned for Part 2 next week to learn more about selecting tests that make an impact and the importance of consistent, regular testing.
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