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Posted by admin on January 20th, 2009

Do you feel like your email campaigns aren’t getting you the attention you require?
Do you send out emails every month but just don’t get the enquiries you expect?

…well, here are a couple of features from our Gold Email Marketing package that we’ve found have helped produce significant improvements in results…

Split Testing in Email Marketing
Split testing has been used for many years in marketing to test and improve marketing messages. Split Testing is now available for Email Marketing and is a very powerful weapon in gradually, but consistently, improving your response rates. Before sending your email campaign, do a split test first. This is designed to allow you to choose the best email and subject line to target the right audience.  This is achieved by first sending two different emails with different subject lines, to a sample of your email list, e.g. 10 – 20% depending upon the size of your email list.  The system then measures which email generates the highest open rate. After a set period of time, usually 2 – 3 days (which you set), the system will then automatically send the most succesful email to the remainder of your email list. It will also send the more succesful email to those within the sample list that received the other email, ensuring that everyone on your list receives the most succesful email. If you wish you can make the process manual, in that you’d need to trigger the email being sent. Each time you send an email you can use split testing in your email marketing to change just one variable and measure the difference. For example, we’ve found that by putting the receipents name at the begining of the subject line you improve your open rates.

iScore in Email Marketing
iScore enables you to place a score against contacts based on criteria specified when creating content, sounds complicated but bear with me. Scores are then logged when events occur such as a website link being clicked or an email being opened. Using the iScore reporting screen you can then search based on a contacts iScore to view audience demographics. So you may ask, how is this used? Well you might add a score each time you mention Service X or Product X, if the receipent clicks on the information once then they might only get a score of 1, however if each month they click on articles about the same product their score would increase. You can then look for all receipents who have an iScore greater than 5, showing that over time they’ve had a significant interest in a specific product – something you probably wouldn’t have spotted in the results of just one campaign.

Sophie

Studio 2 Online
Email Marketing Leicester