If Your Goal Is More Sales, Why Do You Focus So Much On Clicks?
In December 2013, I decided to take DIR Incorporated [a Revenue-Driven marketing company in Elkhart, Indiana] beyond simple MailChimp email marketing programs to a land as close as possible to Hubspot / Marketo levels of marketing automation without the burden of a $600+ a month overhead for smaller businesses of less than 4 employees. This decision led to a partnership with two other companies … Aweber and Nimble.
Today, I will be joined by Amanda Gagnon, Senior Education Marketing Associate at AWeber, to show you how split testing your email marketing campaigns will lead to increased sales in just 3 simply steps.
If after reading this article, if you are convinced Email Marketing split testing for increased sales is something you what to try, but, first would like to discuss it further, we will offer you a FREE 15-minute, no obligation consultation. Let’s get started!
3 Steps to More Sales By Split Testing
This is Amanda Gagnon, she advises business owners on how to grow their business with email marketing. Specializing in soup-to-nuts email marketing launches, Amanda produces case studies, blog posts, white papers, and guest columns, and regularly presents at small business workshops.
After joining AWeber in 2009, Amanda quickly put her marketing acumen to work by leading a subscriber reengagement campaign resulting in tripled engagement rates. An active industry participant, Amanda has attended several MarketingSherpa conferences and workshops, and regularly posts for Ad Rants, Marketing Land and 60 Second Marketer. This is why, I believe she is the perfect person to deliver the 3 Step to More Sales By A/B Testing to Elkhart County business owners. She first shared these ideas on Aweber’s blog.
Time For A Reality Check.
Take a look at that last email marketing promotion you sent. Go ahead, open it up.
How is your subject? Interesting enough to open? How about your call to action? So intriguing that you want to click it?
Good! But opens and clicks only measure interest. They’re not your end goal. Are they?
Your goal is to make sales. It’s the revenue from customer purchases that keeps you afloat. So a broadcast’s true worth can be measured in the sales it generates.
The trick is finding out how to put the message together in a way that prompts the most purchases. With a little setup, you can do this right in your AWeber account.
STEP 1: Set Up Sales Tracking
First, you’ll need to make sure you’re tracking the purchases subscribers are making in response to each broadcast.
You can do this with sales tracking. If you’ve already set this up, skip to step 2. If you haven’t yet, head over to our Knowledge Base and follow these steps.
Once you’re ready, it’s time for…
STEP 2: Tweak Your Promotional Broadcast
Start with your original broadcast design. The goal is to see if a different version will sell more, so you’ll need to create that other version.
To get started, take a look at:
- Your call to action.Is your design eye-catching enough? Would different words be more compelling? Should it move above the fold (the point where readers need to scroll to see more)?
- Your text-to-image ratio.Experts recommend a blend of 60% text to 40% images to illustrate your message while avoiding spam traps.
- Your preheader. Do you have a whitelisting request? A link to your newsletter online? An unsubscribe link?
- Your format. Are you using the best layout for your content? Or should you try one of these options instead?
- Your images and copy.Are you presenting your product or service in the best possible light? Or would your readers respond better to something else?
STEP 3: Split Test For the Winning Design
To figure out which design will generate more sales, use the broadcast split testing feature in your account. This sends each version to a randomly selected, equally sized audience so you’ll get the most accurate results.
After the broadcasts go out, follow the QuickStats for each version to keep track of sales. (Just click on the subject on the Broadcast page to see how they’re doing.)
Once you have the winning version, you know what design to use for future promotions!
How Likely Are You to Follow These Steps?
Does setting up sales tracking and a split test sound like something you’re likely to do?
If it does, what changes do you think you’ll test? We’d love to hear about your results!
If not, what’s standing in your way?