OR, CTR and CTA: This alphabet soup can 2X results of email campaigns

Here is a simple but effective three-step way to 2X the response on your next email campaign:

  • Send 10% of your list subject line A, and 10% more of the list subject line B
  • Send 10% of your list using call-to-action (CTA) 1, and 10% more of your list using CTA 2
  • Send the remaining 60% of your list your message with the best subject line, and the most effective call to action.2x Email Campaign Response

Split testing email campaign road-map

1– Send 10% of your list subject line A, and 10% more of the list subject line B

Wait at least 2 hours (but up to a day) and evaluate just the open rate (OR) of the two versions.  I often find that one subject line is opened at twice the rate of another…. And I can’t always guess which line will perform the best.

You have now sent just 20% and you can be confident that you can send the remainder the highest performing subject line, one that will be opened much more often than the subject line you might have used, but for split testing.

Now it is time to test your call to action to improve your call to action (CTA) click-through rate (CTR) of your message.

2 – Send 10% of your list using call-to-action (CTA) 1, and 10% more using CTA 2

Now you may be tempted to assume that you already have click-through rate data from your first CTA based on the testing of your subject line, but for reasons that are beyond this short primer, just take my word for it, that subject lines will affect click-throughs. Wait at least 2 hours (but up to a day) and evaluate click-through rate of the two versions.  I often find that one subject line is opened at twice the rate of another…. And I can’t always guess which line will perform the best. You have now sent just 20% and you can be confident that you can send the remainder the highest performing subject line, one that will be opened as much as twice as often as the subject line you might have used but for split testing.  Now it is time to test your call to action to improve your click-through rate.

*The above is based on a list that gets 500 to 1000 opens on an average mailing.  If your list is much larger than this, you can reduce the percentage of your list that is dedicated to each test.  If your list is much smaller, you run the risk of not getting reliable (statistically significant) results from your testing, but that is no reason to avoid this practice while building your list.

3 – Send the remaining 60% of your list your message with the best subject line, and the most effective call to action.

If you are able to find both a subject line that occasions opens at a 50% greater rate, as well as a CTA that causes 50% more clicks – and believe me, it is often a GREATER difference than that, the bottom line is you will get twice (2X) the actions from your emails than you would with no testing.

Here is how the numbers break out:

Let’s assume that you are working with a list of 5000, which normally gets an open rate of 10% and a click through of 10% of those that open.  You would expect that you would get 50 clicks on each mailing that you do.

Now let’s assume that you are able to find a subject line that is 50% better, and a CTA that is 50% better.  Even allowing for the sub-par results on the portion of the list used for testing, you would expect 100 clicks out of this campaign, a 100% improvement on results.

2x email results

This system works for everything about your email campaigns.  >>Click Here<< for a list of 90 more things you can split test in your email campaigns.

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