Secret #7: Test, Test, and Test Again
flies when testing multiple variables
Highly effective email marketers never bet their entire
budget on a single list or just one email blast. One of the great benefits of email marketing
is the ability to find out what works and what doesn't in a matter
of days, not months. So take advantage of this capability by running
tests to see which list, message or offer will generate the highest
Variables you should test include:
The subject line.
Body copy, remember to right size it.
Type of offer, be generous.
Number of URL links in the message and where
they are located. Most response comes in the first 5 links but
that is usually only 60-75% of the total potential.
Previews and postscripts.
Text, graphical or rich media creative formats.
Remember that only about 35% of Internet users prefer HTML or
rich media email and less than 15% have DSL or cable modems at
Synchrographics of the day and time that the
message goes out. Weekend are currently the best days for
achieving higher click-through rates when email to home
Of course, you should test multiple lists as
Email and email again
Set reasonable goals. Don't expect your email
campaign to work miracles overnight. In a postal direct marketing
campaign, a measly 2 percent response rate is considered good and a
1 percent response rate is considered acceptable. Email blast
campaigns can be successful with typical rates of 0.5% to .75%.
Instant Offer campaigns, by contrast, can generate much higher response rates
that are typically 5 times that of traditional email blasts. What's
more, opt-in email campaigns produce results much
faster than any other direct response media because the list members
have pre-qualified themselves by signing up to receive email
messages about various targeted topics. Success is a multi-factored numbers game. For example:
A Rolling Thunder email campaign for
Dell produced over $300,000 in sales of Dell high-end XPS
multimedia PCs in just 14 days from an opt-in newsletter list of
"Max Ransom's" weekly email
campaign produced over 70,000 customers and more than $4 million
in gross revenue over a seven month period.
A campaign to MP3 fans
produced over 30,000 downloads of a cool new media player in
just five days.
The launch campaign for ShopNow achieved
22% click-through and over 75% sales conversion within the first
An email test campaign for qBolt generated 1,750
customers with an AOV of $840 within just ten days.
SunExpert recorded response rates for their B2B
campaign that were five times higher than those they received
from postal direct mail.
The long copy email campaign for Intel
achieved 151% of goals.
Yet, a low responding campaign that produced
only 1-2% click-through also was relatively successful because
it acquired website registrants at less than $5 each and paying
customers for less than $20 each with a lifetime value of more
But there are no guarantees of success, since every
40% on List
40% on Offer
20% on Creative
Remember: Even the most responsive list won't work
miracles if the email copy and the offer don't sparkle, too.
The Good News Is...
If you get good response the first time, you'll very
likely get it again when you mail a second time. A good example is
the case with one of my campaigns that produced a 12.1% click-through rate on the
first mailing. It actually climbed to 12.3% response from unduplicated
customers when emailed a second time just two weeks after the
first email. And that's more the norm than the exception.