“There are no expert marketers; there are only experienced marketers and expert testers.” Dr. Flint McGlaughlin remarks from his keynote on day one of the Email Summit echoed through Friday’s post-Summit workshop about email messaging.
According to the 2012 Email Marketing Benchmark Report, the majority of small- and medium-sized businesses do not test or optimize their emails. In fact, 67% of small businesses don’t even dedicate a portion of their budget to testing or optimization.
As we learned through several case studies performed on larger organizations, if you’re not optimizing for your customers, you’re losing a huge chunk of sales revenue from leads who fall out of your funnel. In most cases, a simple change of focus for a landing page or call-to-action on an email capture form was enough to provide a significant lift in sales and conversions.
For the small business owner, simple and effective methods that can produce results without too much manpower are the best methods to pursue. Below are four takeaways from the post-Summit workshop that will help you view your email campaign through your customers’ eyes and effectively optimize for the best results.