3 split-tests to improve email newsletter open rates
TRANSCRIPT
The Hump Day Coffee BreakWeekly marketing training for smart nonprofit marketers How to use social media, your website, and email to achieve measurable goals. with John Haydon
3 Split-Tests to Improve Email Newsletter Open Rates
3 Split-Tests to Improve Email Newsletter Open Rates
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon
Benefits of split-testing your email newsletter
How to do split-testing
Test #1: Subject line
Test #2: Sender
Test #3: Send times
What we’ll talk about:
3 Split-Tests to Improve Email Newsletter Open Rates
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon
• Increase open rates.
• Increase clicks.
• Pragmatic way of “listening” to email subscribers.
Benefits of split-testing your newsletter:
3 Split-Tests to Improve Email Newsletter Open Rates
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon
This is not how you want to feel before sending your email newsletter.
Benefits of split-testing your newsletter:
3 Split-Tests to Improve Email Newsletter Open Rates
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon
BInstead, let your email subscribers vote on emails BEFORE you hit send!
We like A
Thank you!We like BHow to do split-testing:
3 Split-Tests to Improve Email Newsletter Open Rates
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon
A) Write your email messageB) Copy the message and
vary one element.C) Test these variations with
5-10% of your list.D) Send winner to the rest of
your list.
How to do split-testing:
3 Split-Tests to Improve Email Newsletter Open Rates
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon
How to do split-testing:
3 Split-Tests to Improve Email Newsletter Open Rates
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon
How to do A/B testing with Constant Contact:
1. Create two test contact lists. 2. Copy (not move) or import 10% of your contact list into each test list. 3. Create two copies of your next email: "Copy A" and "Copy B". 4. Edit Copy B to include the alternate subject line that you are testing. 5. Send Copy A to one-half of your contact list. 6. Send Copy B to the other half. 7. Compare the open rates for each email about 48 hours after each one is sent 8. Send winning email to the rest of your list.
How to do split-testing:
3 Split-Tests to Improve Email Newsletter Open Rates
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon
Test #1) Subject lines
Be careful changing newsletter subject lines. Openers often get used to newsletter subject lines.
Split tests to consider:
• Title of lead article
• Name of event
• Pull-quote from a story
• Shorter / longer subject lines
3 Split-Tests to Improve Email Newsletter Open Rates
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon
Test #1) Subject lines
Engaging donors emotionally is the key to successful copywriting.
Refine your subject lines with AMI Institute’s Emotional Marketing Value Headline Analyzer.
3 Split-Tests to Improve Email Newsletter Open Rates
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon
Sending email
Sender
Test #2) Sender name
3 Split-Tests to Improve Email Newsletter Open Rates
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon
Sending email
Sender
Test #2) Sender name
Sender tests to consider:
• Name of org versus executive director.
• Name of spokesperson versus organization.
• Email as sender.
3 Split-Tests to Improve Email Newsletter Open Rates
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon
Test #3) Send times
from retentionscience.com
How many of your subscribers open your newsletter in the first hour?
Split tests to consider:
• Weekends
• Evenings
• During work hours
3 Split-Tests to Improve Email Newsletter Open Rates
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon
Consultant, Trainer, Coach - Helping nonprofits get more from their digital marketing and online fundraising. Consultancy based in Cambridge, MA.
Instructor at Marketing Profs University, regular contributor at Social Media Examiner
Author: Facebook Marketing for Dummies, 3rd and 4th Editions
Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s BBCon, New Media Expo, AFP New Jersey, TechSoup, GrantSpace, Chronicle of Philanthropy, NetworkForGood and various local Chamber of Commerce.
Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, Razoo Foundation.