If you’ve been sending the same email messages to your list and have noticed a decline in performance, it might be time to consider a few changes to reignite the response.
Simple A/B testing can identify elements within the email campaign that can be improved or adjusted to boost overall performance. These changes can optimize your content and jump start your marketing efforts.
Here are some good examples of things you can test within your email marketing strategy:
- Message subject lines: Shorter vs. Longer? Question vs. Urgency?
- Text copy: Wording, fonts, headline, length
- Design elements: Colors, images, buttons, layout
- Send time: Afternoon vs. Morning?
- List segmentation: Location, activity, time zone
- Call-to-action: Wording, placement, size, visibility
- Day of send: Weekday vs. Weekend?
You can also add personal customizations like First Name and Birthday messages to provide additional relevancy. If you’re sending clicks to a landing page, be sure to test elements on there as well.
Whether you’re looking at one item or larger, multi-layered changes, testing can keep your email content fresh, relevant, and better positioned for continued success. Even minor changes can have a big impact, but you’ll never know unless you test.
Posted in Email, Email Design, Email Marketing | Tagged Email, Email Design, Email Marketing | Leave a Comment »
The online sales numbers for the 2012 holiday season are setting new records for eCommerce. According to comScore, Cyber Monday garnered over 1.4 billion in sales, setting the record for the largest online spending day in history.
However, Cyber Monday wasn’t the only day with over $1 billion in online sales; Black Friday sales increased 26% from 2011 to bring in $1.042 billion for the first time in history.
Mobile has also played a growing role in online sales this year. According to IBM, mobile sales on Cyber Monday accounted for roughly 13% of total sales, and almost 1 in 5 visitors to retailer sites came from mobile devices.
Consumers are becoming savvier when it comes to finding the best deals online. Social networks have proven to be a valuable resource for trusted referrals, and search engines have become an essential channel for locating sales, researching products, and informing buying decisions.
The evolution of Internet shopping behavior is creating new opportunities for businesses to connect with consumers and succeed with forward thinking online marketing strategies.
Overall, more than $16 billion has been spent online this holiday season. The surge in smartphone, tablet, and mobile device ownership combined with improved Internet connectivity and a growing familiarity with online shopping has resulted in substantial eCommerce growth in 2012.
Is your business taking advantage of the popularity of online shopping?
Posted in e-commerce, ecommerce, online shopping | Tagged e-commerce, ecommerce, online shopping | Leave a Comment »
Email coding and website coding are not exactly the same thing. Yes, they both use elements of HTML, CSS, images and enriched media, but ISPs and email providers tend to lag behind web browsers when it comes to how content is displayed. Unfortunately, there are no universal standards for email rendering, so creating the perfect design can become a little tricky. Here are seven tips to give your email the best possible appearance across all channels.
Avoid CSS and code with tables.
When possible, standard HTML tables should be used to ensure ideal message rendering. Embedded or external CSS will be stripped out by many email clients, which leads to errors and broken coding. Inline CSS within tables or Span tags are safer and can provide more flexibility. A good rule of thumb is to try to keep your code as basic as possible—think 1997 style coding.
Avoid background images.
They’re not supported in most versions of Microsoft Outlook, and they won’t load in many other email platforms, which results in blank space.
Use Alt attributes on images.
This will provide alternate text that shows up if images are blocked or turned off by default. Alt tags are especially important when viewing image-intensive emails on mobile devices.
Include height and width definitions on images.
Defining image dimensions can speed up message load time and will create a clear structure for the overall message.
Use the Block tag for piecing together images.
The Block tag will protect your design from unwanted breaks or white lines between images. This is useful whenever your design pieces together multiple images to create a seamless appearance.
P tags can create paragraph spacing issues.
Although P tags are very common for paragraph coding, it’s usually safest to use double BR tags to create paragraph breaks and to avoid spacing issues.
ISPs and email services are constantly changing, and message rendering defaults can vary, so it’s always a good idea to send yourself a test through as many email platforms as possible. There are also a lot of great tools that allow you to pinpoint design flaws, optimize content and expose potential issues prior to send.
What best practices or design tips have you used when formulating an email marketing message?
Posted in Email, Email Design, Email Marketing | Tagged Email, Email Design, Email Marketing | 1 Comment »