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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Today Yesmail launched an email campaign with PayPal to help drive donations to Oxfam's Haiti Earthquake Appeal.  The teams completed all aspects of this campaign within 48 hours...this involved coordinating with groups involved with Design, Content, Merchant Services and Marketing... More

Today Yesmail launched an email campaign with PayPal to help drive donations to Oxfam's Haiti Earthquake Appeal.  The teams completed all aspects of this campaign within 48 hours...this involved coordinating with groups involved with Design, Content, Merchant Services and Marketing Operations, plus the normal email operations elements, such as loading data, performing content QA, and getting full approval.
 
As we all know, email has proven to be a channel that can be used to get the message out quickly with maximum reach. It's especially rewarding when we can bring these benefits together to help support a worthy cause, such as Haiti relief effort. This effort truly was a success with over 40 donations per minute during the first two hours of deploying the campaign.
 
Please donate now with PayPal and help the people of Haiti at their critical time of need.


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According to a recent survey published by eMarketer, nearly 54% of consumers surveyed help friends or family members with purchase decisions, and more than 40% share advice based on information they have read online. So how can you encourage your... More

According to a recent survey published by eMarketer, nearly 54% of consumers surveyed help friends or family members with purchase decisions, and more than 40% share advice based on information they have read online. So how can you encourage your email subscribers to join the conversation about your brand? Here are some simple tips to help you harness brand advocates with email and use that information to influence purchase decisions.

Include Forward to a Friend (FTAF) or Share with your Network (SWYN) feature in email messages with strong viral content. Sharing features are most effective for promotional messages with great deals, limited time offers or new product announcements. 

Send a post-purchase product review. The most effective examples I have seen are sent within two weeks following product delivery and include dynamic content reminding the consumer what they purchased.
 
Here are some recent examples from my own inbox:
Macy's
GAP

Crate&Barrel
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You probably have access to web analytics data that allows you to identify customers who have recently visited your website. This data can be used to create highly targeted follow up messages to increase conversion. More

In Part 1, we introduced triggered messages and transaction communications.  Part 2 presents even more strategies to increase your email marketing response rates.

Web Analytics Triggers
You probably have access to web analytics data that allows you to identify customers who have recently visited your website. This data can be used to create highly targeted follow up messages to increase conversion. For example, you can develop a triggered message to be sent to email subscribers who abandon their shopping carts without making a purchase. Or you can send educational messages to consumers who browse specific product categories to help them make a purchase. Sometimes all it takes is a friendly reminder, or a well timed offer to push consumers over the purchase hurdle.
 
Key Events
Special dates and events are the perfect time to send personalized communication to your email subscribers, and most of the information you need to set up the triggers is probably already in your database.  Examples of date driven triggered messages include:

• Welcome to the email program
• Happy birthday
• Email anniversary
• Seasonal purchase reminders

This isn't an all encompassing list of triggered messaging possibilities, but I think it is a good place to start. Once you start adding more triggered messaging into your marketing strategy, you will see an increase in your overall response rates and succeed at delivering more relevant content to your subscribers. 
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