Jul 11, 20214:29 PM - edited Aug 12, 20219:06 AM
HubSpot Employee
How would you go about conducting an email experiment?
Consider this: Your manager asks you to improve the click-through rate of your monthly newsletter. How would you go about conducting an experiment? What would you be looking to improve (and why)?
How would you go about conducting an email experiment?
If I were asked to send out an experiment, I would use the A/B testing method that was mentioned in the course! Then I would use that data and cross-reference it with different variables. For example, I would try to see if HTML, plain text, or hybrid is better. From there, I would see what keywords work best in subject lines, see what subjects work best with the audience, and if incentives do help the click-through rate.
How would you go about conducting an email experiment?
Firts, define the goal: improve CTR. Second, evaluate the segment of recipients: subscribers who open and click on a regular basis vs. non-clickers. Third, A/B testing with different aproaches to link usage in the body of the email. Fourth, send and review which performed better.
How would you go about conducting an email experiment?
There are various factors influencing the Click-through-rate. It is essential to understand which one among them is influencing the CTR. Email body copy, images and so on affect the CTR. Understand which might have caused the reduction in CTR. If it was due to photos used in the email, then we can use different images to do the A/B testing.
How would you go about conducting an email experiment?
First, I'd be looking to improve the open rates by trying different great subject lines because the more people who open the emails, the more people who are likely to click the CTA. Secondly, as I learned in the lesson, I'd make sure the subject line is coherent with the email copy. And also, make the CTA easier to click by probably adding a little bit of whitespace around it.