Email Testing 101: 9 A/B Tests You Can Start Today To Skyrocket Your Results
Despite social media’s blazing popularity – not to mention the rise of all things “app” – one fact remains certain: email marketing is still the reigning marketing champ. After reviewing cumulative data earlier this month below, they all send readers to very same YouTube tutorial:
The fact is, there are tons of different ways incorporate CTAs into your emails, and you shouldn’t limit yourself just because of so-called best practices.
At the most basic level, test one call to action versus multiple calls to action and see which one works for you.
8. Feature vs. Benefit
If you’re familiar at all with marketing principles, it’s been drilled into you since the beginning of time: “Focus on the benefits, not the features.” In other words, highlight what people get out of your product rather than the elements that make up that product itself. Instead of saying, “This is an iPod. It play mp3s.” say – as Steve Job famously did – “How much would you pay for 1,000 songs in your pocket?”
Alternatively, for some audiences … specifications matter. If your customers are more savvy and knowledgeable about your industry, they may actually prefer hearing about nitty-gritty details, as unsexy as those details might be.
This divide demands testing calls to action that sell your product (1) through a benefit and (2) through a highly sought-after feature.
9. You vs. I … Your vs. My
For our final test, let’s go all the way back to ninth grade English and talk about first-person versus second-person pronouns.
Less grammatically speaking, should you write your calls to action using “You” or “I”? Is it better to direct your audience – “Your ebook is ready and waiting … click here!” — or put words in their mouth – “I want to download my ebook right now!”
One A/B test by ContentVerve got a 90% increase in clicks just by changing “Start your free 30 day trial” to “Start my free 30 day trial.” Another test – going in the opposite direction – found that changing “Create My Account” to “Create Your Account” decreased conversion by 24.91%. Simply put, pronouns are powerful things:
Image Credit: Content Verve
Those results are amazing, but don’t go changing up all your pronouns just yet! This doesn’t mean it will work for you. Instead … well, you know what to do.
There’s only one way to find out …
There you have it. Nine A/B tests to get you started today:
- Long vs. Short
- Exclamations vs. Questions
- Fear vs. Joy
- Hell vs. Heaven
- Plain vs. Rich
- Appetizer vs. Meal
- One vs. Many
- Feature vs. Benefit
- You vs. I … Your vs. My
Remember, best practices are a great jumping off point to achieve the kind of 500% ROI some businesses are seeing.
But there’s only one way to find out what really works for yourself: test, test … test.
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