Are You Testing And Tracking The Right Information?

Testing and tracking your email marketing tactics is an essential part of a successful strategy. Without testing and tracking specific information how will you know what’s working and what needs to be tweaked or fine tuned for better results? After all, better results mean more money in your pocket, right?

As an email marketer, here’s what you should be testing and tracking:

Open rates. Do you know when your prospects are more likely to open your emails? What time of day? What day of the week? Open rates are a critical, some say the most critical, element of your email marketing campaign. After all, if your email isn’t opened then you’re unable to connect with and sell to your prospect, right?

Subject Line and To and From Lines. Just like you’d test a headline on a sales page, you want to test your subject lines. You also want to test your to and from lines just to make sure you’re making the most impact possible on your potential readers. What subject lines prompt your prospects to open your email messages? What subject lines are dumped right into the trash bin?

Forward to a friend. While this isn’t as important a statistic to test and track as your open rates and your subject line, it can be a useful piece of information. If you find that one type of email message gets forwarded more often than others, you can use this to increase your brand awareness, build your list and of course increase your profits.

Call to action. Within every email message you send out should be some sort of call to action. What do you want your prospects to do once they’ve read your message? This is also a great piece to test and track. For example, if you’re “Buy Now” call to action receives less click throughs than your “Learn More” call to action, that’s good to know. Once you fine-tune your call to action to receive optimal click throughs, then you can make sure to fine-tune your sales pages for optimal conversions.

Testing and tracking tools and information is a marketer’s best friend. If you’re not testing and tracking the above elements, you’re missing out on valuable information that can take your email marketing campaigns from so-so to super.

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