The Great British Split Test

Marketing is about producing results, really good results, day in day out. Stale marketing produces stale leads for your sales team. So, it’s important to keep on top of the game and make sure you are constantly producing great results which can be tricky, particularly with a small marketing team.

Times change, marketing changes, and your audience changes so you need to make sure you are producing relevant, fresh content for the right people at the right time. And what better way to get to know your audience inside out than by split testing (or A/B testing).

At CommuniGator we love an experiment. That’s why we split test everything possible, at least once a quarter if not month. The most important asset to your email campaigns is your list. The list you really want to engage with your marketing comms and become a hot prospect and then eventually convert to a customer.

The best time to send your emails?

So, you’ve got the best-looking email you’ve ever seen, bound to deliver results, you’ve segmented your data to within an inch of its life and you’ve written the best article possible which you know is relevant to your target audience. Now, when are you going to send your campaign?

Again, this depends on your audience so yes you will need to experiment with a split test, as with everything. It’s also important to change it up from time to time. So, don’t just carry out one test and then find that your ultimate time to send is Tuesday at 10 am and from now until the end of time keep sending your marketing emails on Tuesday at 10 am. You then pose the risk of becoming predictable, and your contacts will become all too familiar with your unsubscribe button. Change it up from time to time. Use different days to send different campaigns and test against each pot of data to find the maximum time for engagement in your world.

Once, we sent an email on a Friday afternoon and we received a 60% engagement rate. Yes, 60%! That’s almost a 59% increase on our industry standard CTR. Just give it a try, I dare you.

What really makes people click?

Marketing is a tough world. All that hard work designing your email and writing the most engaging content, getting past the dreaded spam filters, getting your prospects to open your emails and then comes to your click-through-rates. It’s a never-ending battle of how to improve your results. Right from successfully delivered, opened to click. There’s a lot that makes up the factors of your clickers. Your sender alias, subject line, time sent, the relevance of content. Let’s take a look at surefire ways you can improve your click-through-rates in your next campaign.

9 ways to improve your email deliverability in 2017

I am not a number. Case Study: Using dynamic content to increase click-thru rates

The word ‘personalisation’ is a part of every marketer’s lexicon, and it’s constantly drilled into us how important it is, but do we really take any notice? There are lots of pieces of advice that we know are ones to follow, but does that actually translate into action? Eat your 5-a-day… go to the gym… personalise your emails. We know it’s a good idea, we know we should do it, but with everything else we’ve got to focus on, it’s not exactly top of the list. So we make a token effort – we stick the recipient’s first name at the top of the email and think we’ve got personalisation down-pat. But do we?