Marketing Automation 101: Streamline Your Business for Success
Heard of A/B Split testing but not sure how to apply it to your campaigns? No problem. Let’s take a closer look at the importance of split testing for two key channels–your Emails, and Landing pages & Websites. Split testing is key in achieving optimal results, so let’s take a look at several ways you can apply this process to your own marketing efforts.
So you’ve got your email campaign ready to go. You’ve got your message down packed, you’ve got a killer subject line – and your design is, how would you put it?… Impeccable! But this is what you see at first glance. In reality, your instincts may be deceiving you.
While you may be happy about the kind of emails you created and are thrilled to let your audiences see them, you don’t actually know if they will yield the kind of results that you’ve hope for. But don’t fret. There is a way to measure the impact of your efforts to ensure you are delivering the best emails to your audiences.
So where do I start? You start at testing. Then testing, testing and more testing. What’s this process called in the world of channel marketing? It’s called A/B split testing.
Try this on for size: According to convinceandconvert.com, 33% of email recipients open email based on the subject line alone. While every element in your email is important, the subject line determines whether or not an email will be opened. That’s why you have to make sure that you are delivering an optimal subject line. And A/B split testing can help you achieve this.
Testing your email marketing campaigns is important because they are the source for 1:1 communication with your audiences. There is nothing more personal than an email marketing campaign. It is unique in that it carries a personalized message. This is why you have to make sure you are continuously testing your email marketing campaigns to ensure you eliciting the best responses from your audiences.
Another important channel to conduct A/B split tests on are your landing pages and web pages. Where you put your call-to-action and how you phrase it is key. Every customer is at a different stage in their lifecycle. Some are ready to make a purchase decision, and some are still in the process of figuring out what your competitors are offering. This is why “the fold” is important to keep in mind.
“Above the fold” is a term which refers to newspapers in which readers fold the newspaper in half and see only the top portion of the page. This space is used to grab attention using important stories. With a powerful headline and strong imagery, this encourages readers to buy the paper. Similarly, this is what successful websites offer to visitors. Instead of reading the web page at length, those ready to make a purchase decision simply do it right when they land on it – they hover over the fold, and fill out the form instead of scrolling down all the way to the call-to-action.
By A/B testing which order your messages and call-to-actions should be placed on a webpage or landing page, you can learn more about your audiences and their needs. Are you testing your marketing campaigns? What do you do to ensure that you are optimizing your content in order to deliver the most optimal messages to your audiences?
CommuniGator is Iconic Digital’s chosen email partner – we use their platform to deliver email campaigns for our clients, with tracking, results and more.