One of the best parts of my job is the testing that we do with our email marketing clients.  Sometimes the testing works out as we expected, sometimes we are shocked, and sometimes we learn nothing!  And that’s ok, it’s all part of the testing process. 

Take this last test for example.  We wanted to do an A/B test with the “A” being our standard newsletter and the “B” being the standard newsletter with a text note included above the newsletter.  This was intended to look like the sales rep was forwarding the newsletter to their recipients.  The goal was to increase click throughs by highlighting some of the content in the note.  And here were the results…

Client #1

With note: Clicks 2%
Without note: Clicks 4%

Client #2

With note: Clicks 2%
Without note: Clicks 2%

Client #3

With note: Clicks 3%
Without note: Clicks 3%

As you can see there was no major change in the click throughs on emails that contained the note.  In fact there was no improvement with these clients.

We also did a test of sending at an early hour.  There are many reports out about people checking their emails on mobile devices before they even get out of bed.  So we wanted to put that to the test to see if we saw an increase in opens during the 6 or 7am hours.  Here are the results…

Client #1

6am: 2% increase in views from previous month

Client #2

7am: 3% decrease in views from previous month

Client #3

7am: No change in views from previous month

Client #4

6am: No change in views from previous month

Client #5

7am: 5% increase in views from previous month

Client #6

7am: 5% decrease in views from previous month

So the results were 2 clients saw an increase, 2 clients saw a decrease and 2 clients saw no change in their open rates.  Again, basically telling us nothing!  But that’s why we conduct these tests, to find out what works best, what doesn’t and what has no impact on mailing results.

Stay tuned for more testing!

 

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