Creating Newsletters That People Open.
The worst mistake you can ever do is fail to test your emails. When I started learning about newsletters, I found it tasking. It was a lot of work creating A/B tests, researching subject lines and coming up with interesting texts to go with the email or briefly explain the articles I chose to send out.
Which meant my open rates stuck at 6% to 9 % and the click rates 0.7%. All because I was up to researching and trying out new things.When A/B testing, Mailchimp gives you 4 variables mainly content, subject line, time and sender. It also allows you to choose the recipients according to your lists or tags or your campaign activity.
Currently, MailChimp allows A/B test for an audience of 3,000 to 4,000 subscribers there about. While A/B testing, the recipients are divided into two combinations. The winning combination is then sent out to the entire list.
With A/B Test, you can:
Define The Variable Of Success
It can be revenue, clicks or opens. For me, it’s the 3 factors. If someone can read the article and buy something from the shop as well, that’s the definition of email success. It tells me that as a company we’re providing real value to our customers. However, if you have no shop, the variables or success can be click rates and open rates. You can test with content to see what your audience likes, time to see when your email is best received or products to see what products convert more are others.
You can Recall an Email and Edit
Ever sent out an email then discovered you missed something, should have added something and you want to recall it? If you have, you quickly discovered that you can’t recall it because once it’s released from the servers, that’s it. Although you can recall and edit without A/B testing, A/B testing makes it so much easier.
After creating the email, schedule it for a later time and let it sit. Then if you need to add anything, pause the email to edit. The MailChimp A/B test editor is arranged as which makes it easier to click on what you want to change and go.
If you create an A/B test and send it, you can’t recall it. Schedule it, think about its purpose and the message you want to send, then pause and edit if you need to change otherwise it will be sent at the time scheduled.
Get Better at Creating Email Subject Lines
I recommend testing on time and subject lines at the start of your email/Mailchimp deep dive. It doesn’t matter how good your content is, if the subject lines suck and the timing is off, no one is going to read, much less click.
I used the Advanced Marketing Institute for testing subject lines but if you’re not careful, the subject lines can get too advertorial and spammy instead of subtly advertising while personalizing. So I mixed it up with CoSchedule Headline Analyzer. It gives me a healthy mix of subject lines.
Know Your Audience Better.
You’ll never know your audience until you A/B test. Do they like puns or are they serious in life :)? Saturday mornings or Friday afternoons? Tuesday mornings, Wednesday afternoons or Sunday brunch?
Have you tagged them based on their interests? Like travel, medium, blogging, email marketing, fashion or faith?
These are all the answers A/B testing provides you with. In addition, it’s a great way to keep your audience engaged as you send different emails to different recipients based on how you’ve tagged them.
If you have 3,000 people on your list, it’s time to start A/B testing.
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