How to increase the efficiency of your direct email marketing campaign?

The most simple and obvious way to increase the efficiency of your email marketing campaign - is to experiment with small groups of recipients for future analyzing. You’ll get a high open and conversion rate or vice versa, and on this basis e ground of this you can make your conclusions.

Your experiment can be divided into 3 parts:

• Make a copy of your email
• Modify a bit your email
• Send this modified email to a small group of recipients

If you’ll create 5 groups of recipients you can make 5 tests. Then you have to analyze the results of each test: opens, bounces, conversions. The higher conversion rate, the better is your email marketing campaign. But, for accuracy of analysis, you need to have many sent direct email marketing campaigns in order to have a minimal statistical uncertainty.

Begin with following:

Email Subject

If nobody opens your email it has no importance how good, creative, beautiful and interesting the content of your email is. Your letter will not be read at all. Then why not to test which email subject will have a better impact on your recipients? For example, if some of your previous email campaigns had a good result, try to include your offer directly in the subject. Analyze open and conversion rates after sending.

Promotions

Very often, special offers and promotions have a good impact on readers. Experiment, offer a % or $ discount, see which of them will have a better result. Try to understand which kind of discount people like more. You can offer a Free Shipping for your customers. You have to remember that everybody have has different reactions on your offers.

Email Format

Put your landing page URL in the top and in the bottom (the part of email that can be viewed only by scrolling). Check which part of email brings more conversions. Thus, you’ll understand what is better to put in the top – information or the landing URL.

URLs quantity

Include in your email 5 landing URLs, see the conversion rate, add another 5 URLs after this. Compare results and make conclusions.

Images

Delete all images and backgrounds from your letter and send just a text version email. Compare the conversion rates of this email with the email that contains images.

You can analyze the results of your tests with help by using of Direct-Inbox built-in reports or with the help of Google Analytics statistics.