Email Marketing: 7 (more) testing opportunities to generate big wins on your next email test [Part 2]
Does your email audience prefer short or long emails? How about images versus GIFs?
If you don’t know the answer to any of these questions, it’s OK. All you need is an A/B email test.
Testing allows us to better understand our customers, and determine ways we can better engage them.
Last week, we detailed nine experiment ideas for you to try on your next campaign. If those weren’t your style, we have seven more for you — for a total of 16 testing opportunities.
Today, we’ll be reviewing opportunities in your body messaging, calls-to-action and design.
Email Body Messaging Testing
Testing Opportunity #10. Messaging tone
In this test, from the Web clinic, “Email Copywriting Clinic: Live, on-the-spot analysis of how to improve real-world email campaigns,” researchers used two treatments to increase total lead inquiries from visitors who abandoned the free trial sign-up process.
The first treatment was designed based on the hypothesis that visitors did not convert because the copy didn’t engage them enough, so it took a direct response tone. The second treatment was based on the hypothesis that visitors experience high levels of anxiety over potential high-pressure salespeople or spam phone calls. This treatment took a more “customer service”-oriented tone.