Jul 11, 20214:29 PM - edited Aug 12, 20219:06 AM
HubSpot Employee
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)?
Testint first the email by myself to be sure there is no problem and that the links work... then doing 2 sample of "test" contact, seeing in which group the emails are the more open and which one has the bigger number of clicks
Analyze the quality of the recipients (engagement history)
Attach the values that that contact group aspires for (where they are in the buyer’s journey) into the email copy.
Split them into 2 groups and send contact group 1 email with copy 1 and contact group 2, email with copy 2.
CTA
A/B Test with 2 email copies;
1) brief Text-based email copy
Use of short brief Text with hyperlink and ensure that there is Typography hierarchy that draws attention to the CTA
2) Image based email copy
Use an Image that informs customer to take certain action with the help of leading lines. e.g Ice cream cone tips, winding roads, pointing hands.
The idea here is to find out which email copy and CTA that respective contact groups reacts to most. There should b a desired performance target to ensure that the experiement is a success.
To start, I would send a mock email to friends/family to gain their input before moving onto colleagues. Once I get the input from friends/family, I would then move onto A/B, CTA, etc. testing with my colleagues to determine which route is the best. I would also then play around with the subject line to make sure it is not a reason that spam happens frequently. I think that by delegating certain parts of the testing process to certain people (whatever that may look like) is important to gain an accurate picture of the process as well as where to improve/develop among other areas.
I would conduct testing around the CTA which could involve testing placement or the actual phrasing of the CTA itself as it is closely tied to the goal of sending my email
I would focus on the areas of CTA since the manager wants to improve CTR. I would focus on the communication aspect of the email. Making sure the message and content are conveying to the contact clearly.
The subject line is the first thing everyone reads, then the preview text. I would test adjusting different parts of the email separately, like the first paragraph, the style of conversation and then the CTA, to see how the newsletter converts better
For me it is the subject line to get my potential customer to open the email in the first place. No conversions without the open first. Compelling subject lines are a crucial part of email marketing in my experience.
Since the manager is asking for an improvement in the CTR and not the Open Rate, I would imply that even though the emails with the newsletter are been opened, the percentage of readers that are clicking on the link included is not enough. For that reason, I would focus on the message and CATs. The body of the email must be related to the subject, would have to be intereting enough and valuable for the reader. The use of keywords in the links and through out the email would be also helpful to increase the CTR.
I would start with doing an A/B test on the sender name to see if people are more likely to open an email coming from our church name, vs. the name of the lead Pastor.
A/B testing is required on the subject lines, images, body text and CTA. Set a goal, identify segmentation, prepare relevant content, publish contents, run a/b test, analyse the data, improve.
