by Jim Connolly
In part 1 of this 2 part email marketing guide, I gave some of the main benefits of email marketing. I also shared some tips, on how to build a great list. Here in part 2, I want to show you how to get better and better results with each mailing you do. (I strongly recommend you read part 1 before you continue.)
All successful, professional marketing has something in common: It’s based on a process of testing and measuring. Email marketing is no exception!
Here’s how it works.
Let’s assume you have just started email marketing and you have sent your first marketing email to your list.
You would begin by measuring the feedback, for example, how many sales, sales leads, new subscribers or visitors to your store it generated, etc.
After your first email marketing has been sent and it’s results have been measured, we start the process of improving.
It looks like this:
Through a process of testing (trying new elements) and measuring your feedback, you can consistently improve your email marketing results.
This is really important: Only change 1 element of your email marketing at a time. If you change more than 1 thing at a time, it’s hard to know what worked and what didn’t.
What often happens when you make simultaneous changes, is that one great change is hidden by a poorly performing change.
For example, if you simultaneously change the title of the email and also change the time of day you send it, you may see similar results to your previous email and assume nothing improved.
So, a GREAT new title, which would have improved your results massively, can be wasted, because you sent the email on the worst hour of the day, and very few people opened it. Testing those elements individually, would have allowed you to immediately spot that great title.
You should test and measure everything. That’s the only way to fully optimize your email marketing.
Here are some of the main areas to focus on:
You may start by sending your marketing emails yourself. However, it’s worth finding a professional email-marketing provider. These guys know how to get your emails delivered, reliably. Many of these services are free of charge, until your list reaches a few hundred.
Professional email marketing providers also provide you with statistics on how many of your emails were opened, when they were opened etc.
Those are just some of the areas, which you can test and measure in order to improve your email marketing results. Incidentally, that same test and measure approach applies to all your marketing – not just email!
I hope you found this 2 part email marketing guide useful. More importantly, I hope you do something with it.
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