One of the key factors in improving your email marketing strategy is to implement a testing protocol. Testing is perhaps one of the most underused tools in an email marketers arsenal. Here MailPerformance presents some very simple testing initiatives that will help get you started on your testing programme.

Simple test scenario no. 1: Subject Line comparison

• MEASURE: Open Rates
• DESCRIPTION: Brand Specific Vs Action Oriented Vs benefit Driven
     - Long Vs Short
     - Formal Vs Quirky
• How To…Using the Split Testing function of MailPerformance you can run sample tests, automatically rolling out the best performing subject line

Simple test scenario no. 2: Creative comparison

• MEASURE: Click to Open Rate
• DESCRIPTION: Using varying layout or designs
     - Vary the test to Image ratio
     - Long vs Short copy
     - Use of product Images
     - Use of Product Reviews
• How To…Using the Split Testing function of MailPerformance you can run sample tests, automatically rolling out the best performing content set

Simple test scenario no. 3: Your 'Call to Action'

• MEASURE: Click to Open rate
• DESCRIPTION: Vary where you place your call to action - above the fold? Contingency for differing Preview pane set ups
     - Use "Buy Now - Ltd offer" Vs "Find out more"
• How To… Using the Split Testing function of MailPerformance you can run sample tests, automatically rolling out the best performing layout

Click here to find out more about MailPerformance A/B Split Testing functionality

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