Testing Your Way to Higher #Email Open and Click Rates

//Testing Your Way to Higher #Email Open and Click Rates

Testing Your Way to Higher #Email Open and Click Rates

Forward thinking marketers know that testing is a key component to successful marketing programs. In fact, the 2015 Association Email Marketing Benchmark Report revealed that testing is on the rise and has increased by 26.3% since 2014. Unfortunately, many marketers will agree that testing is one of those things that they should be doing, but too few put this “best practice” into practice. http://bit.ly/1MFNIn2

There are a lot of reasons people give for not testing, but the most common is the misconception that it takes too much time. That idea is quickly dismissed once you see how testing can positively impact your business results, thus making you more efficient. Another common reason is just not knowing where to begin or what to test. I can help you with that. http://bit.ly/1MFNIn2

via Testing Your Way to Higher Email Open and Click Rates | CQ Roll Call Connectivity

Preheader Text

The preheader text is another element that can positively influence open rates, yet this valuable real estate is too often underutilized. The preheader text is part of the email that you can see in your inbox before opening it, thus making it an important element to include in a test plan. It’s common to see this space filled with verbiage along the lines of, “Having trouble viewing this email? Click here.”

Is that the best usage for this valuable space? Could you shorten the text to something like, “View in browser” or “View images here?” Consider using the preheader text area to reinforce the key topic and urgency to respond.

The preheader text doesn’t need to be static text; it can server as another call to action touchpoint making it very easy for your subscribers to interact with your email communications. http://bit.ly/1MFNIn2

By | 2015-07-21T16:42:20+00:00 July 21st, 2015|Healthcare Marketing|Comments Off on Testing Your Way to Higher #Email Open and Click Rates

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