A/B Helps You See

Whatever email marketing solution you choose, you should definitely consider whether you want to do A/B testing for your campaign. A/B testing measures the response to emails with different subject lines. This approach is a long-standing mainstay of direct marketing, and for good reason. Sometimes just a small change to a marketing message can significantly increase response. But, without trying various options and measuring their success it’s impossible to determine why a particular campaign succeeds beyond expectations, or fails to make the grade. Automated A/B testing has recently been added to Campaign Monitor and is also available with MailChimp, but it’s not yet available with Constant Contact.

Measure Your Marketing

The online measurement of customer behavior is revolutionizing marketing. With the right tools you can gain valuable insights about your customers and create effective, measurable strategies to increase profit. One of the most important metrics is your website’s ‘conversion’ rate.

When we talk about conversion rates, we are referring to how many visitors to your website take a specific action. For example, the number of people “opting-in” (giving you their contact information) to find out more about your product or service. Or, the percentage of people who make a purchase directly from the website. Someone deciding to register as part of an online community or join a discussion forum would also be considered a web conversion.

But, as the saying goes, you can only manage that which you measure. Do you know what your web conversions are? Do you have the tools to find out? If you can’t say “Yes” to both those questions, you are missing out on invaluable business intelligence and a great way to give your bottom line a boost. For example, a website with a thousand visitors a month would generate five new sales leads, just by increasing its conversion rate by half a percent. If you’d like to find out the best ways to measure your conversion rate, please give us a call.