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7 ways to split test
The more you split test the more effective your email campaigns will become. Split test, eliminate the worst performing example and split test again. Refining your content will increase open rates, click rates and response rates. If you are not already doing split testing, now's the time to start.
The subject line
It’s the first thing they will see, so an effective subject line can make a massive difference on the open rate. If you are only going to split test one thing is should be your subject line- multiple times. Try changing the length, the subject matter and mix statements and questions.
The size of the message
Research has shown that the sweet spot is between 50 and 125 words for prospecting emails. Most sent are much longer than that as people naturally want to tell them all about their company and why the product or service is the best on the market. If your emails are too long, remove some of the text and split test. The chances are you will get better results, but split testing will confirm this.
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Message Format
If you are sending newsletters or nurture emails HTML is a great way to make your email interesting and colourful. Adding images will help break the page up and a picture really can paint a thousand words. You can split test away and really get an idea of what works in your target markets.
Prospecting emails should always look as if you've just decided to drop them an email but you can play around with the length of your opening paragraph and the amount of paragraphs you use.
Split test links to different landing pages and where you position them.
The tone of the message
Do you want to ask them questions or give them some stats? Which stats work best and which are most relevant to the target industry- split testing will tell you.
The call to action
What is your CTA- book a meeting, view a video, have a demo, attend a show? No matter what the goal of your email is, split test to see what resonates with your audience.
Sending times
Even a small difference in the response rates can make a huge difference in the success of a campaign so spend some time looking at which days and times work best.
Signature
There are many ways to end an email, Does a full signature work better than a simple 'Thanks' or 'regards'?
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