Want to know the secret to successful email marketing? The kind that generates crazy amounts of conversions and revenue? Our VP probably won’t be very happy if I give it away, but I’m going to do it anyway.
Constant testing and optimization.
What? You thought there was more to it than that? Yes, of course our team stays on the bleeding edge of email marketing technology, but technology is only part of the picture. The rest of it is creating tests. Big, huge, crazy tests!
What is a big, huge, crazy test? It’s one that challenges the status quo and forces you to think outside the box. It’s one that is an order of magnitude different from your last campaign. It’s one that will either go big, or go home.
These tests aren’t all sunshine and rainbows, because to be honest, some of them fail. But that’s why they’re tests and they only run on a small portion of your database.
The real magic happens when you have the perseverance to execute multiple big tests to find the crazy new strategy that engages your subscribers like never before.
Dare yourself to try something crazy. Design a big, huge, crazy test for your subscribers next week. And if you just can’t find the time or inspiration, give me a call at (216) 369-2220 x247 and I’ll think of something for you.
Go big or go home! I do live by that, but Tim you have to stop sharing our secrets!!!
You should see the email test I have coming up! It involves a straw, pennies, spaghetti and video. I kid you not!
See, that is a perfect example! New topics that are unlike anything you have ever thought of. Your subscribers won’t know what hit them, but I guarantee you that they will be happy to see something different.
Your comment about including video reminds me of a LinkedIn question I answered a couple weeks ago.
http://www.linkedin.com/answers/technology/web-development/TCH_WDD/778958-27106997?browseIdx=5&sik=1296486570220&goback=.ama
I was amazed to see how many people dismissed video for email marketing! Of course it doesn’t play in the body of the message, but after a few tests on integration, how to start it and landing page placement, I’m sure that you would see success with virtually any vertical. Video is powerful!
I couldn’t agree more. Testing is critical aspect to a successful email marketing campaign. I use EmailMarketing.Net because they offer testing that’s right to the point. They allow me to make 2 different emails, send one email to a portion of my contacts, and the other email to another portion. Like you said, testing isn’t all sunshine and rainbows but once you pass the testing and get stabilized, bada bing. You’re in!
Chris, remember that it is important to test your landing pages too, not just the body of the email. That is where your conversions occur so it is extremely important to extend testing to the landing pages in order to generate the maximum conversions and revenue from your email marketing campaigns.