How to Test Your Email Marketing to Engage More of Your Subscribers

How to Test Your Email Marketing to Engage More of Your Subscribers

Considered the most powerful vehicle for delivering messages directly to your target audience, email marketing provides a targeted and inexpensive method to get your medical or dental practice in front of past, present and future patients. The average return on investment for every $1 spent on emailing is $44.25, according to ExactTarget. Plus, 70% of companies say they always open emails from their favorite companies. With the unlimited potential of email marketing, what are you doing to engage more of your subscribers?

To engage more of your email subscribers you must test your emails. The infographic below by Email Monks highlights email testing tips and best practices that are essential for developing a successful email marketingcampaign.

email marketing testing infographic

Some of the key takeaways from the Email Monks infographic include:

Decide Between A/B Testing and Multivariate Testing
A/B testing is faster to perform and can have a dramatic affect on conversion rate while multivariate testing allows for better understanding of how individual elements within an email effect conversion rate and can allow for detection of interaction between independent elements. A/B testing compares two versions of a single variable to see which one yields more opens and clicks. For instance, you could divide your contact list into two groups and send each the same email but with a different subject or different call to action to see which of the two yields the best results. With multivariate testing you compare more than two versions of an email with multiple differences such as subject lines, placement of photos, calls to action.

Elements You Need to Test in Email Marketing
Test the following elements of your email to find the combinations that yield the best results.

  • Calls to Action
  • Personalization (how you address your email recipient in the email)
  • Subject Line
  • From Line (test various combinations of how your information appears in the from line)
  • Design
  • Time and Day (the email is sent)
  • Types of Offers (test variations such as different products/services as well as percentage discounts versus dollar amounts)
  • Email Copy
  • Rich Text vs Plain Text

Email marketing enables you to connect with potential patients and existing patients to generate more revenue for your practice. To produce optimal revenue from your email marketing, test, analyze and revise your emails continuously.

About Alan Moore: Alan started his career in 1999 as a Marketing Consultant and is the owner of Over the years, he has migrated his focus of expertise to everything digital. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $4,200,000 in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call to schedule a Free Online Marketing Consultation for your practice.

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