What’s in your Message?

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Message Content is probably the most subjective component of an eMarketer’s job – is a message successful because of opens, or clicks, or conversions? Or are these analytics the result of the offer, the images or the timing… seems an eMarketer could go mad trying to balance the aesthetics to achieve those analytics.

So to cut the guesswork out of determining the right mix, you must test. Take a small portion of your list – say ten percent – divide this test segment in half and use this to try alternate subject lines or creative and deploy the top performer to the balance of your list.

The proposed strategy will do more than help you in the short term, it will also help you build your own predictive modeling – you’ll know that “Free Shipping” performs better than “Buy One, Get One” for instance or that a certain hero photo will surpass others. This customer insight (and associated statistics) will give you the ammunition needed to plan your campaigns and come in handy when you’re being pressured by the forces of inventory overflow.

So test often, keep records and you’ll be able to turn out top performing campaigns while gaining insight on your customer/ prospect base.

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