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Email Marketing Tip – Maximizing Click-Throughs Using Split Testing

 

Email Marketing Tip – Maximizing Click-Throughs Using Split Testing

by seantm

In this post & video I want to share with you a technique I use to maximize click throughs -(not opens) with each email.

I know every email marketer always talks about the importance of split testing and open rates – but in this video I want to share with you a little technique I use to maximize click-through rates with each email I send.

There are two types of emails or goals typically when sending an email:

  1. 2004 nissan sentra
  2. Download teen porn for free
  3. What does viagra do to men
  4. Loan company
  5. Essay writing service
  6. Fitness dating
  7. Gambling quotes
  8. Free fun slots
  9. Book hotels online
  10. Diet plan to lose weight fast
  11. Gourmet cat food
  12. Adult chat rooms
  13. Opens – Good for branding or getting a message out.
  14. Clicks – Getting people to take action on an offer or promotion.

Open rates are very important, but if I have a link in my email and I want people to take action and click it, I am more concerned with clicks. This example can also be used to figure out which headline to use to get maximum open rates, but again – in this example I am looking for the best headline that gets people to take action and click.

In this video I split tested 3 headlines and the results were pretty impressive. Watch the video and learn – One of the results which did NOT have the highest open rate, yet had an astonishingly higher 33% click-through rate.  Thats a huge difference and potentially could result in much higher sales.

Watch the video 2:53 (opens in a new window)

In all 3 emails I essentially used the same message. In the third email I added a few paragraphs so the subject line was relevant with the message being sent.

Here are the results

Email #1 Subject – “Did you See this?” Click here to see actual email

Opens – 191

Clicks – 46

Email #2 Subject “Huge webinar this week with Brian Tracy” Click here to see actual email

Opens – 231

Clicks – 30

Email #3 Subject “Staring at a frog today?” Click here to see actual email

Opens – 209

Clicks –  39

As you can see – Message #1 had the best subject line to maximize clicks. If you clicked on the links and looked at the actual emails, you noticed the message in the email used  for #1 & #2 were identical. For whatever reason #1 had a 33% higher click through rate. Something in the first email’s subject line inspired the action takers.  So that’s the reason I used it to mail to the rest of the list.

To explain further – I’ll use real numbers.

That email ended up going out to approximately 25,000 people between different lists. It ended up averaging around an 8% click rate – resulting in approximately 2000 people viewing the registration page. If I had been solely focused on “open rates” and not paying attention to the “click-through” rates I would have used email # 2. Had I done that It would have resulted in approximately 1300 people clicking through.  Thats a huge difference.

Another way of looking at it, in a recent launch Ryan Deiss did of a facebook product – his affiliates were  earning an average of $3.55 per click COMMISSION.

If that offer were mailed to 40,000 people with an 8% click through rate – that would have netted approximately $11,360 in earnings. A 33% lower click-through rate would have netted approximately $7500 in earnings.

I didn’t promote Ryan’s offer – but if I had – you can bet I would have split tested the emails and subject lines.

How I use this method – I segmented a portion of my list.  I emailed the 3 messages to approx 1150 for each message. Then waited a half hour and looked at the results. I find that typically after 100 people have opened each email – that is a good enough sample to gauge results.

At that point a winner was pretty obvious in email #1. Ironically the results for #1 improved throughout the day. At the time I declared it the winner – it was converting clicks at a 28% higher rate.

I’ll do a follow up to this post and show you some more examples in the coming weeks. Until then, leave a comment , tweet this or click one of the 38 sharing sites below. Muchas Gracias.

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