It’s super easy to send an email marketing campaign. But it’s not super easy to be really strategic and maximize the value you get out of sending said email. The perfect example is a mistake I see marketers make all the time, and talk about them potentially making a lot more.
Don’t skip over the opportunity that Mailchimp gives you to A/B Test the Subject Line of every single campaign you ever send. Seriously. It takes a few extra minutes out of your day, it costs you no additional money, it increases your open rates and click through rates, and it gives you valuable data to shape your brand messaging.
Case in point, an email that I just sent to 43 attendees of an event we recently held. I’ve shown you HOW to A/B Test the subject line of a Mailchimp Campaign here, and now I’m going to show you how to read the data and the results in this video.
Use one subject line that is very standard and utilitarian, then test that against one that’s more what you’d actually say to a friend that you wanted to open the email. Write them both out, send the campaign, and view the data.
The data will tell you if the utilitarian one was more effective than the friendly one. If it was, it means data saved you from yourself and you need to keep trying and testing your company’s playful voice, AND that this particular audience didn’t resonate with said playful voice.
If you choose not to test, you risk super low open rates, click throughs and even worse, you get no extra collateral value out of your campaign – like “did this tone/voice work for this audience?”
Always take the opportunity to let data help you convert and craft your next marketing actions.