Running email campaigns is one of the most effective ways of getting new customers, as well as repeat business. However, a successful email campaign requires understanding of the variables that drive conversions. What will make a recipient open an email, click to your landing page and eventually make a purchase? Split or A/B testing takes the guesswork out of email marketing and allows businesses to figure out exactly what will result in more conversions.
Split testing basically involves sending out two different versions of a campaign to a sample of your mailing list. You can test a wide range of variables including your subject lines, calls to action, the email copy, graphics used and even the time of sending. The result of your test will show which version of your email is most effective with your target audience.
When done consistently, split testing can enhance your sales significantly. Knowing what works and what doesn’t will enable you to make better marketing decisions on a regular basis, thus giving you an edge over the competition.
Lead machine is a CRM system that comes with great tools for split testing your email campaigns. You can choose from a wide range of ready-made templates that vary in terms of layout and design.
So how does it work?
If you have a mailing list of 2000 contacts, you could split test 1000 (50%). Out of these randomly selected contacts, 500 will receive the ‘Split A’ version, while the rest will receive the ‘Split B’ version of your email. Besides using different templates, you can also customize the email content for each recipient. For instance, you can use varying calls to action and different lengths of subject lines.
Lead Machine allows you to send emails to random people in your contact list or create specifically targeted search groups. For example, you can create groups based on where people are in the buying cycle. This way, you can write messages which are likely to elicit a higher response from your audience.
Before sending out your test emails, click on ‘send preview message’ to see how your messages look like. This will give you a chance to identify and correct any mistakes. When you are satisfied that everything is in order, click ‘Send Email Now’
Once you have sent out your test emails, the automated email system will choose a winner after 24 hours. However, you have the option of picking the winner manually. The winner can be selected using one of the following criteria:
- Opens – The number of recipients who open your email
- Clicks – The number of recipients who click on the URLs in your email
- Clicks per open ratio – The ratio of recipients who click on your URLs to those that simply open your emails
Once the winner has been selected, Lead Machine will then automatically send all the remaining emails using the successful template.
The Lead Machine CRM system is mobile-friendly and works with all kinds of smartphones and tablets. This allows you to easily create and monitor your marketing campaigns while on the move.