VerticalResponse Email Marketing Blog for Small Business

The Results Are in! Takeaways from VR Email Tests: CTA Edition

Photo credit: Sebastian Bergmann

We're already a few weeks into 2012 and I don't know about you, but some of my New Year's resolutions have already started falling by the wayside (gym membership, what?). One thing I am happy to say I've stuck to, is testing a lot of different things in my email communications. This isn't just because testing is an integral part of my job, but also because I'm a huge data geek (nerd?) and am always looking to learn more about my intended readers' behavior. So I thought it might be fun to share some of these tests in a series of blog posts throughout the year. Maybe you can take advantage of some of these findings too!

 

The Tale of the Tape

In this post I'll be going over a test we ran on the positioning of a call-to-action button (you can call it CTA) for one of our promotional emails. Originally, our emails would look like this (version A):

Then we thought, why don't we make the CTA the first thing the recipient sees when he/she opens the email, well above the fold? So we drafted up the following (version B):

We made sure to tag the links for the CTA and banner images in both versions with referred-by codes (simply add "/?REFERREDBY=XXX" at the end of your URLs, with REFERREDBY and XXX being something relevant to you, for example in our case we used "/?image=CTA" and "/?image=banner") in order to differentiate them in VerticalResponse's reporting tool. We set up both versions with identical offers and messaging, with a separate mailing list each, and off the emails went.

And the Winner is...

Results were rather surprising: version B's CTA button garnered about the same amount of clicks as version A's, but its clickthrough rate (unique number of clicks divided by total number of opens) overall was superior by 12% while bringing in over 33% more revenue. Version B by decision victory!

Surprised by these results? What kind of tests would you be interested in reading about moving forward?

Posted by My Truong

My Truong is the Marketing Programs Manager at VerticalResponse. Connect with him on Twitter @PtitMy.

 

 

Related posts:

Take a Walk into a Testing Wonderland

A Surprising Marketing Test & The Results

Adventures In Testing - Our Very Own "Which Test Won"

Calling All NonResponders - Don't Give Up on Them Yet!

Who and what exactly are nonresponders? These are subscribers who continue to get your emails, but haven't opened, clicked or responded in a long time, if ever.

We've all read the advice to clean up our email lists and get rid of the "dead weight," the unengaged, the nonresponders. But wait! Have you tried to reengage them before you cut them loose?

More than 90% of consumers unsubscribe, “unlike” or stop following brands because of too frequent, irrelevant or boring communications.

Did you read that, 90%! And that b-word...BORING! I'm sure you've never, ever delivered said boring content and only provide the most timely, relevant information exactly as you promised your subscribers when they signed up for your list. But, if you've ever been guilty of not delivering on your promise (ahem, guilty as charged) then read on and we'll explore how to come back from the dark side and reengage the people on your list who may have gone quiet.

Provide Value with a Capital V: Are you providing value for your subscribers? Your goal is to make sure that your content meets or exceeds subscribers' expectations. But how to know that? Do you guess? Make assumptions? No! Send a quick survey to your subscribers and ask them questions related to why they subscribed and how the content you provide meets those expectations. If you find a disconnect between what you're providing and what your subscribers expect, it's time for a change. Remember that people opt in for different reasons and want different content. You may need to look at segmenting your list and content to provide the most relevant information to keep your subscribers coming back for more.

A great example of this is an email I received recently from Open Table reminding me of the restaurants I visited by booking though their system in 2011. All my visits were merged in the email. Great use of personalization and targeted messaging.

You can also send a specific email to your nonresponders reminding them of the value and why they subscribed in the first place. Just ensure you're delivering what you promised!

Test It! Try taking the last email campaign you sent that had a decent open and clickthrough rate and download your list of nonresponders (Sent emails - Reports - Download Lists - All nonresponders). Now, make a copy of your last email and try changing a single element, the easiest and fastest being the subject line. Now resend it to just your nonresponders and see what happens. Check out our recorded webinar Testing Your Email & Lists for Success for more tips. And, we also have a killer marketing guide: Testing, Testing 1,2,3 here.

Change the Channel: Going after nonresponders through email alone might not be enough, but have no fear because you can use email's best friends, direct mail and social media. How? It's pretty simple really. You can print up some simple inexpensive direct mail postcards and ask your nonresponders to come back and update their email address. Up to 30% of your email list can go bad in a single year alone due to people changing their email addresses. You can also reach out via your social media channels like Facebook & Twitter and ask people to visit your website and re-opt in via your opt-in form. Adding a special offer to this like "come back and save 30%" can provide a little incentive and reward to your subscribers for making the effort as well. 

Reactivating nonresponders can take a bit of effort, but if you get them back, you will regain a valuable resource.

What have you done to reactivate your nonresponders? I'd love to share your tactics.

Posted by Kim Stiglitz

Kim Stiglitz is the Director of Lifecycle Marketing at VerticalResponse. Connect with her on Twitter at @Stiggy1.

Do Your Email Lists Deliver?

2011 has come and gone and it's time to take a look at your mailing lists and give them a refresh for 2012.

Mailing lists perform differently over time; some addresses become invalid, some recipients change their email habits and some continue to be engaged in your emails.

Using our segmentation tool allows you to easily find out what's going on with your recipients and create lists based on engagement. Ok, now you're probably thinking "I'm a busy, small business owner, I don't think I have time to do this!" 

There are a few compelling reasons to invest a little time in your lists: To help get your email to the inbox, you want to make sure your lists are clean and you understand how they perform. And, once your lists are set up, you can send out emails to target your recipients in different ways. Targeting parts of your list with information that they're interested in can increase engagement and help your business or organization grow. 

For example, if you're a winery, you can set up your lists based on your customers' favorite wine varietal (i.e., Chardonnay, Pinot Noir, Merlot, etc.). This works for any business type and non-profits too; sort your lists by active donors, volunteers, or event participants.

Why should you do this? Your recipients will appreciate having an email sent to them that is tailored to their interests, and they'll be more apt to open the email and click on links. After you've sent out a few emails, take a look at your reporting to find out who's opening your emails consistently and/or clicking on links. You can use the segmentation tool to create lists of recipients who have opened your email and/or clicked on links. These will be your engaged recipients; the people who are eager to read your email when you send it out. You can send special offers, sneak peek information on sales, new products or services, and even mail to them more frequently. 

Here are some quick steps to get you started segmenting your lists, but there is more info on our How to Do Everything site.

First, segment by Campaign recipients.

 

 

 

 

Then select the campaign or campaigns you want to use for the list.

 

 

 

 

 

 

Now you can make some choices based on what information you want. You can select just openers, clickers or both. Remember, if you select only openers you could be missing those who read the text version and click on links. And if you select both, your list will be smaller, but very targeted.

A little extra effort for a small business yes, but spending a bit of time on your list now can bring great results for your business the rest of the year.

 

Posted by Jill Bastian.

Jill Bastian is the Training and Education Manager at VerticalResponse. Connect with her on Twitter @Jillieb3.

November Webinars: Prepare Your Email Marketing Feast

OK pilgrim, let’s talk turkey: the holidays are coming and it’s time to set the table for the "feast" that is the busiest shopping, and marketing, time of the year.

To help you prepare, VerticalResponse is continuing our Fall Webinar Series with a cornucopia of free and informative Webinars and Demos (and November-themed puns), which are stuffed full of best practices and tips for managing all aspects of your email marketing this holiday season.

Testing Your Email and Lists For Success

Thursday, November 17, 2011 - 10:00 AM PST
VerticalResponse's marketing team will show you how to get the most from your lists using the free Segment tool, which allows you to create more targeted lists, run exclusions, and setup split tests using any data in your account.

Once you have learned how this powerful tool works, learn how to put it to the test! We’ll cover how to test your subject lines and emails to get the best results from your email marketing.

Creating a Successful Email

Thursday, November 17, 2011 - 1:00 PM PST
Your newsletter is a tool that helps you stay engaged with your customers and prospects and helps you grow your business. Join VerticalResponse marketing experts as they discuss how you can strengthen your relationships and customer loyalty with an effective email.

Oops! Common Email Mistakes

Thursday, December 1, 2011 – 10:00 AM PST
Join marketing team members as they cover some of the most common email mistakes and how to fix them!

Understanding Email Bounces

Thursday, December 1, 2011 – 1:00 PM PST
VerticalResponse’s Delivery Manager, Kiersti Esparza, discusses bounces, how VR handles them and what you can do.

Finally, here's a nifty Time Zone Converter, in case you need to double-check the time in your lovely region. Oh, and don't forget, Daylight Savings ends this Sunday, 11/6.

Related Posts:

• Essential Fall Holidays to Recall
• Setting Expectations with Your Customers this Holiday Season

Brendan Hill is the new Lifecycle Marketing Coordinator at VerticalResponse.  Connect with him on Twitter at @BrendanHill

Great Re-Marketing from Rue La La

It seems like such an easy thing to remember to do, but even the best of us forget to do it. That's right, segment our customers by what they bought last, and offer them more.

The daily deal site Rue La La recently sent me an email with a catchy subject line which was personalized, "Janine, guess what's coming back?" And because I had a previous relationship with this company I was completely intrigued. I was then reminded by the pictures of the products they used that it's a new season, and I probably need new shoes; new shoes of the same brand I have previously bought. Bravo to a great email marketing message!

Have you segmented your list and re-marketed to them with other products they may like based on their past buying behaviors? I'd love to hear about it!

Related:
Create Targeted Lists Using Segments
6 Ideas for Segmenting Your Lists

Posted by Janine Popick

Janine Popick is the CEO and founder of VerticalResponse, a provider of email marketing, social media, online survey, event marketing and direct mail marketing solutions.

Email Marketing Tips from a VR Insider

Pssst! Wanna hear the low-down on VerticalResponse? As the newest VR Marketing Coordinator, and your personal VR insider, I have some fresh-faced findings I think you might find interesting. I took what I learned in my first 30-days on the job and am sharing the scoop with you.

Here are four hints and tips I just couldn't keep to myself:

1. It’s Hip to be Square: Every day the VR Marketing Team gets their ‘nerd on’ by keeping up-to-date with email marketing tips, trends, blogs, etc. Knowing what’s up and what’s relevant is informative, inspirational and gives you stellar content to repurpose. Score! Here are a few of our favorite sites: Copyblogger, MarketingProfs and Social Media Examiner.
2. Be One with your Customer: This may seem like a no-brainer, but using your own product on a consistent basis allows you to become one with your customers. At VR, we create and send out all of our emails using our own tool, so we understand the process, perspective, and product you’re using, too. 
3. Testing Isn’t Just for the Big Guys: Before VR, I worked for a large corporation with thousands of employees. Our email testing team was huge because, well, testing is important. But you don’t have to be a big company or have lots resources to test. At VR we test our emails consistently - from subject lines, to buttons, offers and audiences. It’s insightful, interesting, and gives you critical information about what your customers are receptive to. And, you might be surprised by what you discover!
4. Email Marketers – They’re Just Like Us: The marketing team at VR may be made up of email and social media gurus, but they’re also human – and pretty fabulous ones at that! As an industry expert, educating and engaging your customers while being personable and understanding builds unbelievable rapport. Keep it real and your customers will keep coming back!

Now you have the inside scoop on VR. Stay tuned and I just might share some more!

Posted by Colleen Corkery

Colleen Corkery is the new Lifecycle Marketing Coordinator at VerticalResponse. She writes and reaps about all email-related things. Connect with her on Twitter at @youcollme

Call to Action Test - Which Got More Action?

The quickest way to improve your email marketing is to test and see what works and what needs improvement. It's easy to do, and you can test anything in your email - subject lines, images, copy, preheader, Call to Action (CTA) buttons. Seriously, anything!

Here's a recent CTA button test we ran - and the results!

Call to Action: We assumed (assumed being the operative word) that the word Download might be scary to some people. So we used the word Get on our calls to action instead (i.e., Get the Guide). Then we thought, "Hey, why not test it in an email?" It's a good thing we did, because the CTA button with the word Download actually performed better than Get. Who knew?

 

Download the Guide received 2% more clicks and a whopping 43% more revenue than Get the Guide.

It pays to test your hypothesis and find out what works for your audience. What tests have you done lately? Feel free to share - I'd love to hear about it.

Posted by Amber Ricchetti

Amber Ricchetti is the Lifecycle Marketing Manager at VerticalResponse. She blogs here about all things related to marketing & copywriting. Connect with her on Twitter at @Gldnamby.

Related Posts:

• Use Buttons Instead of Links to Increase Your Clicks
• A surprising Marketing Test and the Results
• Adventures in Testing: Our Very Own Which Test Won
• The VerticalResponse Button Builder is Here!

A Surprising Marketing Test & The Results

As email marketers, we're constantly trying and testing new things to optimize our copy, creative and results. Our Director of Lifecycle Marketing, Kim Stiglitz, recently tried a few tactics with an email we send each month to customers that have signed up for our free trial, but haven’t activated their account (double opt-in).

I wanted to share the results with you because I thought they were pretty interesting and a bit surprising.

The Details

Kim got a list together of all VR customers who have signed up for a free trial, but never activated their online account (we require customers to double opt-in, so this is a necessary step). Kim sent one creative (Version A) in April and one creative in May (Version B). She could've also run a split test which the team often does.

Version A encouraged customers to activate their account, and then offered a discount if they "liked" us on Facebook. Version B didn't offer an incentive and focused solely on encouraging customers to activate their account.

Version A

Version B

The main differences are:
1.    The subject line
2.    Discount vs. no discount
3.    Copy & images
4.    Call-to-action button

Based on what you see, which version do you think performed better? What metrics would you base that on? We looked at three things:  the open rate, click through, and of course, how many people on the list actually activated their account.

And the Results...

Version B received 32% more opens and clicks. The subject line in Version B compelled more people to open it and the lion's share of the clicks came from the bow around the finger image, the "activate your account" links in the first three lines of the email, and the call-to-action button.

What kind of creative and copy testing are you doing? Try shaking things up from time to time and you may be surprised by the results.

Related Posts:

• Top 10 Things to Test to Put Your Email on the Top 10 List!
• Adventures In Testing - Our Very Own "Which Test Won"
• Use Buttons Instead of Links and Increase Your Clicks

Adventures In Testing - Our Very Own "Which Test Won"

Testing, testing, testing. We say it often enough that it might even sound like "blah, blah, blah" to you. But, it's integral to a successful email marketing campaign. 

You may be familiar with Anne Holland's Which Test Won. If not, it's a cool site that features a weekly marketing test along with the results. What's more amazing is that the readers get to vote on which test they think won, and often a large percentage of them are wrong! This speaks volumes about the importance of testing. We shouldn't assume what we don't know.

Our VR marketing team recently ran a subject line test, and I wanted to share the results as testing inspiration for your email marketing.

First off, this is the process they followed to conduct the test (you can follow the same steps to conduct a similar test):

• Step 1: Create an email
• Step 2: Copy the email to create a carbon copy of it
• Step 3: Brainstorm subject lines and give each email a different subject line
• Step 4: Segment a list to create a targeted mailing list
• Step 5: Split the list into two (50% & 50%)
• Step 6: Send each email to one of the split lists

Here are the two subject lines they tested:

1. Get 50% Off Email Credits - Up to 1,000!

 

 

1. Get Your VR 10th Birthday Gift!

 

 

The team was curious to know if a mysterious "VR Gift" would perform better than directly calling out the offer in the subject line. Which subject line do you think performed better?

If you guessed the first one, Get 50% Off Email Credits - Up to 1,000, you're right. This subject line had a 3.8% lift in open rate and made 45% more revenue. Remember, other than the subject line the emails were exactly the same. So this increase is all from testing one little element. Big reward for minimal work, right?

What do you test in your emails? What types of results do you see? I'd love to hear about your adventures in testing!

Related Blog Posts: Top 10 Things to Test to Put Your Email on the Top 10 List, 5 Easy Things to Test to Get a Better Response in Your Email Marketing Campaigns, Use Buttons Instead of Links to Increase Your Clicks, Testing: How to Boost Your Response Rates,

Related Marketing Guide: Testing, Testing, 1-2-3: Email Testing for Everyone

Top 10 Things to Test to Put Your Email on the Top 10 List!

To stick with the "10" theme for VR's 10th Birthday this month, here are 10 things you can 
test in your email to make it better than ever.

1. From Name: The most effective From Name is what your recipients recognize you by or expect to hear from. Not sure what that is? TEST IT!
2. Subject Line: Send 10% of your email list one subject line, and another 10% a different subject line. Then, look at which subject line performs better and send the remaining 80% the more successful subject line. Easy as pie!
3. Pre-Header: Your pre-header should support or complement your subject line. For example, your subject line tells your recipients you're having a sale (Get 50% Off for a Limited Time Only) and your pre-header explains to the recipient what items are on sale (Save on Designer Jeans & Jackets).
   
4. Headline: Your headline should clearly explain what your email is about and what’s in it for the recipient.
5. How You State Your Offer: Are you promoting a half off sale? 50% off? Buy One Get One FREE? The way you say it can affect the success – so make sure to test it before you go full throttle!
6. Button vs. Text Link: At VR we have found people like to click on buttons more than text links in our emails and newsletters. Click here to easily create and add buttons to your emails and see if it's the same for you.
   
7. Color of Your Button/CTA: If you get the VRBuzz, you may have noticed a change in the button color. That’s because we tested blue buttons vs. green buttons and green was the lucky winner! Test your button color and see what color your recipient's eye is more drawn to.
   
8. Placement of Call to Action: Test where you put your Call to Action in your email and/or how many you include. Your click-through rate will help you determine what worked and what didn’t.
9. Images: Test how many images you have, where you put them and what images you use. Remember to always use alt-text too!
10. Testimonials: Test to see if customer testimonials help your emails perform better. If not, use the space for something that’s more effective!
    

You can also, check out one of our guides: Testing, Testing 1,2,3: Email Testing for Everyone on the VR Guides Page to learn more about testing different elements of your emails. Good luck and let us know what works!

Related Posts:

5 Easy Things to Test to Get a Better Response in Your Email Marketing
Email Resolutions You Can Keep