I meet and learn from a number of email marketers who are true devotees to the science of analytics – dissecting the opens, clicks, conversions and even abandoned transactions to learn more about their readers, customers and prospects. They segment recipient lists, version content, alter creative and test everything from timing to offers.
This science is more specific to the individual marketer rather than the program or industry… so, unfortunately, there’s no one best answer, however, here are a few suggested items to get you into the right mindset:
· Heat Maps – Are you analyzing your content to see where people are clicking – main logo, primary offer or other things? Experiment with the layout to see how it affects their click behavior, simple changes like adding product category navigation can help boost click rates. If they’re clicking on the View email online link, consider revising (creating) a multi-part email.
· Simple Subject – Test which subject line elements stimulate more opens, for instance, try words relating to:
· Urgency – Hurry, Ends Soon, Only X days left
· Discount – Dollars or percentage off versus no discount message
· Exclusivity – Just for You, Exclusive, Sneak Peek, Pre-Sale or Be the First
Start experimenting (safely); simply looking at the results strengthens your segmentation, message content etc. It also enhances your bond with your recipients and helps broaden your talents as a marketer.
