Email Marketing: Testing Your Emails

We’re going to focus on how to run tests on you marketing emails to get results that you can measure. Every email test you run should have a strong purpose behind it. Each time you decide to test an email, ask yourself the following questions:

“Why am I running this test, and what am I hoping to get out of it?” By testing your emails, you’re focusing your email marketing efforts around data-driven analysis, which gives you the next steps for improving the next send.

Let’s explore how to test your emails to identify the right next steps to continue to send emails that will provide value to your contacts. Before diving into the steps you’re going to be using, Let’s first talk about A/B testing. What is it, and how can you use it to test your marketing emails? A/B testing is the inbound answer to a controlled experiment. It’s defined as a method of comparing two versions of such as a web page, an app, or an email to determine which one performs better.

In this case, we’re comparing two versions of an email. You could use an A/B test to pinpoint specific variations of your email and focus on how to improve that asset. Which allows you to focus on on data-driven analysis instead of a guessing game.

Most email marketing tools will have a specific feature that allows you to A/B test assets, but you can also run an A/B test on your own, without these tools. An A/B test allows you to test variations of your email, alongside one another.

Then you can review the results to see which one performed better to get the data to back up future decisions on your email sends. Now that you have an idea of what A/B testing is, let’s move on to the steps you’ll take to run tests on your marketing emails. The first step is to define the goal and purpose of your test.

Second, evaluate the segment of recipients you’re sending to, third, design your test, and lastly, review and start your test. These are your steps to get you started on developing tests for your marketing emails. You will analyze and report on these results as well but first we need to focus on creating the tests. When you’re running a test on an email, all you want to focus on is one element that you are testing: the subject line, the body content, or the CTA you are using. Think of the tests you are running as experiments where you want a control and a variable. With this is mind, you can take your first step in developing the test for your marketing emails.

The first step in any inbound strategy is defining the purpose for doing something. If you’re testing just to test, you won’t discover results that give you actionable steps to help you improve. While testing your marketing emails consistently will help you improve over time, keep in mind that doing something just to do something will not provide valuable results nor provide value to those receiving your emails.

Take a look at how your emails are performing and decide what you want to improve. Maybe a specific type of email you’re sending is not yielding the results you want. Or maybe you’re going through a rebranding and want to test different colors or logos. Whatever it is, make sure you have a purpose before setting out to run a test.

When setting this goal for your email test, you’re also preparing to design your email test later on. Take for example, looking at the email elements you can test. Which elements can affect open rates? It could be a few things, such as the number of emails you send to a list, the subject line, and the preview text. And which elements can affect clickthrough rates? The email body copy, the body design/layout, the body images, the CTA, and email signature.

These elements can give you a starting point for focusing your goal and purpose. From here, you can see what’s working well and what’s not to draft a hypothesis of what you want to test and thus improve. Now that you have a goal and purpose for your test, you’ll need to evaluate the segment of recipients you’re sending to.

You can’t run an A/B test on your email unless it goes to someone — and when you’re testing an email, you need a minimum amount of recipients to make the test conclusive.

This is where statistical significance comes in. Testing significance involves doing some math to determine the number of people you want on your email list in order to run a test. If you send an email to five people to try and test a new subject line.

You might send 3 out of those 5 people the updated subject line and while they might all love it you won’t be able to confidently say that the rest of your contacts will.

You need more people for the results to be statistically significant. So how do you know how many people to run a test with? HubSpot’s A/B testing tool for example requires you to have at least 1,000 contacts on your list to run a test. This is the total number of contacts you wish to send a specific email to.

To run your test you will need to determine a percentage or a sample size from that 1,000 contacts to send your variations or versions of email to. You will have your Version A which can be your control, the typical email you would send and then you have your Version B the one in which has a variation made to. Whether this is a change to your subject line, body text, or other element.

If you are testing under a 1,000 contacts you can run a 50/50 test for your email send. Where 50% get Version A and the other 50% get Version B. Let’s say though you do have a 1,000 or more contacts that you want to send to. You will now need to determine the sample size that will yield conclusive results.

If you are using a tool like HubSpot then the tool can help make this calculation for you. You will select the percentage you wish to send each variation and the number will be set. But you can also determine that sample size using a significance test calculator. This will give you the number for each sample size that will yield conclusive results.

This calculator will help you determine the number of people that will receive each version of the email: the control and the variation. Let’s walk through an example together.

You can see here on this sample size calculator there are a few different options you will need to fill out: the confidence level, interval and the population. And then finally it will produce a samle size. Let’s begin with the population. The population is the total number of contacts, you want to send your email to.

For example, 1,000 contacts. You can get an estimate of this number by looking at the last four to five emails you have send and how many people you sent it to. Once you have your population you will have to set a confidence interval.

You might have heard this called “margin of error.” Lots of surveys use this. This is the range of results you can expect once the test has run with the full population. And lastly, you need to look at the confidence level. This tells you how sure you can be that your sample results lie within the confidence interval. The lower the percentage, the less sure you can be about the results. The higher the percentage, the more people you’ll need in your sample size to test.

For example in HubSpot, the A/B testing tool uses the 85% confidence level to determine a winner. In a tool like this, you can choose 95% as a base. Now let’s apply these values to see what we get. We have our list of 1,000 contacts and we want to be 95% confident our winning email version falls within a 5-point interval of our population metrics.

Here’s what we’d put in the tool: Population: 1,000 Confidence Level: 95% Confidence Interval: 5 And this would produce a sample size of 278. This would mean that 278 people get Version A and another 278 get Version B. Each segment would receive one of these versions.

Then you would be able to see which version performed better. For example, Version B with your variation and then send that version to the rest of the contacts from your original list who did not receive a variation. An A/B testing tool can help you do this automatically, but you can also implement your A/B test by creating different segments once you’ll know which of the sample sizes you’ll need.

Now that you know the purpose and the goal of your email test, and you know the number of recipients you need to make your test produce results, you can move on to designing the actual test. The design will relate heavily to your purpose or goal. Like other aspects of your inbound strategy, your goal is tied directly to the content, purpose, or outcome you’re producing.

When you set your goal, you identified areas in your email that need improving. Now it’s time to take that a step further and figure out ways to improve them. An important aspect of testing is to make sure what you’re proposing is feasible. If you don’t want anyone to unsubscribe from your emails, don’t send ANY emails! Great experiment right?

Not so much. When you’re hypothesizing, be creative but also keep your ideas within the boundaries of reality. You want to explore tests that will provide long-term results for your business. Let’s look at an example of a hypothesis and what type of test you might design. In this example, when setting the purpose of your test, let’s say you identified that your newsletter emails are not getting the open rates you’d like and you want want to find a solution by running a test to see how you can improve them.

Your goal is to improve email newsletter open rates from 11% to 15% during a business quarter. Your hypothesis is that the subject line contains characters and words that are triggering the recipients’ spam filters.

To test this hypothesis, you can design a test to adjust the subject lines to avoid exclamation marks and percentage signs and remove sales-y words like “free” and “discount.” You want to aim to closely align the subject line with what the email contains.

And you’ll test if applying these best practices improves your open rate. Another hypothesis and solution for your low open rates is: You send too many emails, so your contacts are less compelled to open them. And you can design a test to try to reduce your email frequency for at least one month and observe if email open rates improve.

This is how you can tie your goal to the design of your test to start to measure and improve your email sends. Lastly, you’ll review and start the test. This is an important step because it means deciding how long you want to run your test for.

There is no magic number, no perfect time of the week or even day of the month to run your tests, but you want to run your test long enough to make sure enough of your contacts have had time to interact with the content. Some email A/B testing tools will have you set a timeframe for the test, and at the end of that time period, the tool will choose a winning email to send to the rest of the contacts.

This is why timing can be so important. Your A/B test might not be significant after an hour or even after 24 hours. To decide on this timeframe, you can take a look at your past performance (remember, you want to focus on data-driven analysis, not guesswork).

One of the most common mistakes people make is ending a test too soon. And this doesn’t just mean the one A/B test. Make sure you’re testing many emails to start to see how things are trending before making an overall change to the way you send email. Maybe you choose to test a few different elements over multiple email sends and multiple months. Analyzing these metrics will help you decide on what you want to adjust for the time being.

But for a single email send, the time is still important. Take a look at past email opens and clicks and see where things started to drop off. For example, what percentage of total clicks did your email get during its first day? If you found that it got 70% of clicks in the first 24 hours, and then 5% each day after that, it’d make sense to cap your email A/B testing timing window to 24 hours, because it wouldn’t be worth delaying your results just to gather a little bit of extra data.

If you use an email platform that has an A/B testing tool then it will determine a statistically significant winner. If not, you can determine the winner yourself by calculating the conversion rates of the two types of emails. But what happens if your test fails? What if neither version performs better than the other or it’s too close to actually determine significance? If neither variation produced statistically significant results, your test was inconclusive.

That is okay! This is why testing is important. Not every test will produce results for you to take action on immediately. This might mean adjusting your goal or looking at the numbers you want to move. But most importantly, don’t be afraid to test and test again. After all, repeated efforts can only help you improve. This where you can start to see how these tests are performing.

You might decide to run the test multiple times to determine what you want to change. These are the steps for outlining the test you want to run on you marketing emails: Define the goal and purpose of your test, evaluate the segment of recipients you’re sending to, designing your test, and review and start your test.

Testing is great way to see how your contacts are engaging or not engaging with your marketing emails, and by following these steps, you’ll continue to prove your ability to do data-driven analysis for your business. .

As found on Youtube

Email Marketing: Adapting Your Email Strategy for 2020

(upbeat music) Why is email marketing important? Email marketing is still a very, very big part of marketing strategies for our customers and as such, customers need to know how to use email marketing effectively so that they can better reach out to their leads, to their contacts, to their customers, and have really good inbound strategy. It gets in front of our audience through a more personal way than just our website. So they get an email in their inbox and it can be personalized and they can read it and it’s directed towards them so it’s kinda like an email from someone you care about.

Email marketing remains one of the very best tools for any digital marketing strategy. Email marketing is really important to our prospects, our customers, as well because it helps them communicate in a large scale. It helps them really customize their communications so it’s not just like hey, I’m a business here to ask you for your money, it’s more so hey, I’m a business owner who really cares about the services.

I provide and how I can customize it to your use case. Email marketing is one of the number one tools that we as marketers can use to communicate with our leads and potential customers. Without email marketing, there’s no way to reach out to our contacts, our customers in a large scalable way.

What is the purpose or connection of email marketing and your overall inbound strategy? I think the most important role of email as it relates to inbound is to promote that good content that you’re creating through inbound. So I think the most important purpose of email is for your customer to know that you’re there. Within the inbound, email marketing can serve I found primarily two great purposes.

The aforementioned nurturing leads to become actual customers or purchasers of your product or service but beyond that, you can actually use email to nurture those customers or members of an organization to become an actual promoter of the business, your biggest fans.

Email marketing’s all about building a relationship with your leads and your potential customers. So in the context of inbound marketing, once we’ve generated those leads we want to use email to start to build a relationship with them and continue to provide value.

The purpose of email marking with inbound marketing is inbound marketing helps me as a business owner bring in more traffic whether that’s net new traffic, existing customers, maybe perspective customers, and they get to explore my website and gather information throughout their buyer’s journey.

And my email marketing helps them gain a little bit more insights or information that they might have missed on my website at a time that might be right for them but they need an extra push to go down their buyer’s journey so that we can help them.

Email marketing is important for you and your business. But why? I’m sure we’ve all experienced or been victims to bad email marketing. I would say knowing the foundations of an email marketing or email marketing in general is going to prevent a lot of the misuse and really misunderstanding that is so prevalent right now.

And contrarily, just by having those foundations under your belt, it’s actually going to allow you to drive the most value both for yourself as well as the people that you’re marketing to. If you’re like me, you get a ton of spam to your inbox every single day.

And we as marketers have a responsibility to try and cut down on that. So we as marketers, if we can learn those fundamentals of email and make sure that we truly understand what we should be doing and make sure that we get the right email to the right person at the right time, we can make sure that our email programs are providing value as opposed to interrupting people’s day.

There’s so many emails that are sent every single day. Think about when you’re checking your phone and you see your little bubble of notifications of emails to check and if you’re not matching your website conversations to your email conversations at a time that’s right for the user that’s receiving them, they could simply unsubscribe and you’ve lost that engaged interest.

The foundations of email marketing, really where you need to start whenever you’re thinking about writing an email. So if you know the foundations of why you’re writing an email in the first place, it’s really gonna help you decide how you want to write our your messaging. Without any foundation, without any backbone to the email you’re crafting up, there’s really no reason or no why behind the email you’re sending.

But where should you begin to work on your strategy for email marketing? The best place to start is figuring out your goal or why you’re doing it. I would start with HubSpot Academy. The email marketing certification and the courses therein are some of the best that I’ve ever seen in terms of on demand or online training. There’s a lot of ways you could start with email marketing.

I guess first is the why behind email marketing. I think you should why start with email marketing because you’re at a point in your business where you need to reach out to more people with a personalized message at the right time. While our world today continues to evolve and new products and services appear daily, there are many ways to have conversations with your visitors, leads, and customers.

Email marketing continues to be one of the practices that continually fuels and delivers ROI for your business.

And when it’s used properly in collaboration with all of your other conversation tools you can build trust. By creating a great email marketing strategy, you’re creating a sustainable, helpful, and human experience to develop relationships with your customers and help them grow. Get started and get certified in email marketing today. (upbeat music) .

As found on Youtube

Email Marketing Strategy for Beginners in 2020

In this video, I’m going to show you 3 emails campaigns every dropshipper should use in 2019. But I won’t stop there.

I’m also going to explain why emailing your customers is one of the most effective ways to bring in sales, build a relationship with your customers, and grow a sustainable business.

By the end of this video, you’ll know: How email marketing can help you reach more customers than Facebook 3 essential email campaigns for your store Email hacks to increase conversions Ready to get started? Let’s go! Hey everyone it’s Jessica from Oberlo.

I’m excited to show you what essential email campaigns you need to grow your business. Email marketing is effective in any ecommerce business, but it’s especially useful for dropshipping. Dropshipping, by the way, is one of the easiest ways to start an online business. Instead of buying tons of inventory for your online store, you only order products when you get sales. It’s low-risk, but being a successful dropshipper requires constant learning! Make sure you hit subscribe so you never miss our weekly tutorials, dropshipper interviews, and product recommendations. Let’s get back to the topic at hand.

Emails have been around for almost as long as the internet itself, so why are they so important in 2019? Today, there are countless ways you can connect with your customers. As a beginner dropshipper, you need to find out where your customers are hanging out online so you know where to advertise to them. Most beginner dropshippers are tied between using Facebook or Instagram. But it’s essential you use email marketing as well. 68% of Americans use Facebook 35% of Americans use Instagram 90% of Americans use email Currently, 68% of Americans use Facebook and 35% use Instagram. However, over 90% of Americans use their email! That’s a huge audience. Of that 90%, 40% of Americans check their email 1-3 times a day! Other than newsletter subscriptions, people also use their email for personal and professional communication. An email inbox is personal and private.

This is the perfect place to have a 1-on-1 conversation with your customer. There is no other advertising method that allows you to have a constant and personal relationship with your customers without burning through your advertising budget. Speaking of burning through your advertising budget, it’s time to compare email marketing to Facebook marketing to see how it stands up. The first and most competitive difference between email and Facebook marketing is the price. You have to pay to run ads on Facebook. If you’re testing different products, locations, or ad copy, this cost can quickly add up! Email marketing on the other hand is free. Email services for new stores usually have a free plan, so you do not have to pay anything until you have a big customer base. Unlike Facebook, you can send and test as many emails as you want with your customers. Not only is email marketing free, it gives you more freedom and space to talk to your customers. When running a Facebook ad, you’re limited in what you can say in the ad copy. You’ve got to be short, and the structure does not allow you to connect with your audience.

When sending an email, there is more space to personalize the experience for your customer. You have more room in the title and the body to share your content. Providing your customer with value in addition to a promotion is more effective at making a sale. Finally, email marketing has a huge advantage over Facebook in where your customer sees your message. When running a Facebook ad, one of the challenges is communicating your message genuinely. No matter the placement, it will be labelled as an advertisement, which makes it harder for your audience to notice it. Emails on the other hand are sent directly to your customer’s inbox.

Someone’s inbox is a place where you can personally engage with them, a connection you can not accomplish through an online ad. An email allows you to connect with your customers over their morning coffee or lunch break. Emails are also more effective at retargeting potential customers. One of the oldest rules of marketing states that most customers need to see a product 3-7 times before they buy it. That’s why If you run Facebook ads, it’s important to show the same ad multiple times to the same person.

But on Facebook, you have to pay to show your audience an ad multiple times. With email marketing, you can continue to send emails and personalize the retargeting for free. Are you excited about emails? Great! Before I jump into the three campaigns dropshippers need in 2019, I’ll explain what an email campaign is. An email campaign is a message that you share through a bulk email to your store’s contacts. Have you ever signed up to a mailing list and automatically received an email? That’s an example of an email campaign. There are endless types of campaigns you can create to send to your customers. I am going to tell you about 3 essential email campaigns that every ecommerce store needs to have. Welcome Email The first campaign your store needs is a welcome email. You can set up an email to be automatically sent to anyone who fills out a popup form on your store. You can add a popup form to your store in a few different ways. Some email services and Shopify themes have pop-ups built into the theme editor, so check there first.

Otherwise, you can find a variety of free email popup forms on the Shopify App store. You might be wondering, what is the point of sending a welcome email to your customers? On average, most emails have an open rate of 21%, while welcome emails have an open rate of 81%! This is your chance to share your brand and message with your audience. The more familiar someone is with your store, the more likely they will be to purchase from it. A simple and effective hack for welcome emails is to add a discount code inside. For anyone about to make a purchase, they’ll leave their email just to use the discount. For anyone just browsing, they will leave their email in case they want to make a purchase in the future. If a prospect doesn’t convert, having their email is the next best thing. You can start engaging with them and getting them familiar with your brand. Eventually, they may convert if there is a promotion or product they see that catches their eye. Also, you can use their email to build lookalike audiences in Facebook.

Their intent to purchase makes them a perfect audience to target. The second type of campaign dropshippers need in 2019 is an abandoned checkout email. 2. Abandoned Checkout Email Statistics show that over 70% of checkouts are abandoned online. Abandoned checkout emails let you follow up and close this gap. These customers have shown they want your product, they just need another little push. You can remind your customer of what they wanted, give them an easy link back, and even offer an incentive to complete the purchase. Shopify has an automatic abandoned cart email built into the platform. In the Checkout Settings you can set it to automatically send the email after a certain amount of time. you can also use an app from the Shopify App Store or your own email service. Abandoned checkout email apps allow you to automate up to 3 follow up emails to your customers! Add a discount to the second or third email to really seal the sale. To really boost the effectiveness of your abandoned cart emails, I suggest adding emojis to the title. Over 65% of brands reported a higher open rate when using emojis in their subject line.

Also, less than 7% of businesses are currently doing this. Meaning, your store’s emails will stand out in your customer’s inbox. This hack will help you catch your customer’s attention ahead of the competition! The third campaign your store needs is an automatic thank you email. 3. Thank You Email You might be wondering why you’d email a customer if you’ve already made a sale. First, a thank you email will allow you to strengthen a personal connection with your customer. . One study showed that customers are 10 times more likely to be top revenue generators when they have highly personal experiences with your business. Not only will a thank-you email allow you connect with your customers, it will help in getting them to return.

And returning customers are vital to your store’s growth. That’s because it’s 5 times cheaper to sell to a returning customer than to a new one. If you only focus on acquiring new customers, you will burn through your advertising budget quickly. Customers that had a pleasant experience shopping in your store are much more likely to purchase from it again. Wondering how to write an effective thank you email? Keep it short, simple, and imagine you are writing a thank you card to a friend. Sign off with your name to show that there is a real person behind your brand. It doesn’t hurt to throw a discount code at the bottom for the next time they visit your store! Over to you! Have you ever read an email that completely grabbed your attention? What was it, and what stood out to you? Please comment below so everyone can get some inspiration for their campaigns! Thanks for watching.

Until next time, learn often, market better, and sell more. .

As found on Youtube