Doing the Splits is Easy: Increase Your Email Activity in 5 Steps
So you get the reports, you know that some activity is better than no activity, but how do you know if you couldn’t be doing better?Â
You could compare it to other businesses in your industry, but all subscriber lists are unique. Is one hospital the same as the one in the next county? Or perhaps one bank or credit union the same as another? Of course you know the answer is no. One location may cater to a different income bracket, age demographic, ethnic group or any number of other differences. So why just be satisfied with the fact that your statistics are on par with another business? The answer is simple, you don’t. Use A/B testing to test your email and see what works… and what doesn’t. Don’t worry, this isn’t high school, we won’t bring out the dreaded blue books.
Try some of these ideas as you plan your next email. As you test each issue, you’ll start to learn what engages your subscribers and what doesn’t and in the process increase your subscriber activity.
1) Update your subject line. Are you using a soft or hard sell? Do you simply tell them this is the next issue or do you entice them with a teaser to what’s inside? The subject line is the first point of entry for your email, so if this isn’t working then the rest of your email won’t either.
2) Change up your design. Does your email consist of all images, all text or a mix of both? Does your email use a one column, two column or another layout structure? Try changing the layout a bit to see what performs better.
3) Try sending at a different time or day of week. The day of week can make a difference, but it depends on the type of content you’re emailing and who you’re mailing to. Try switching it up. Or perhaps try sending with Send Time Optimization. This feature maximizes email deliverability by learning each of your subscribers opening habits over time and then starts sending to them on that day or at that time of the day rather than sending to your whole list at one time. Send Time Optimization can be done over a 24 hour period, thus honing in on your subscribers time of day opening habits, or it can be done over a 1 week period, which not only determines the time they typically open your email, but the day as well.
4) Add something new. Subscribers don’t all like the same stuff. Adding something different, perhaps a game, a recipe or something on the lighter side might give your subscribers something else to look forward.
5) Increase your call to action visibility. What does your call to action look like? Is it a text link or perhaps an image? Is the font size larger or the same size as the surrounding text. Or perhaps having multiple calls to action for the same link will help. Try adding your main offer in your pre-header, the main body copy, a larger call-out link and even in an image.  Mix it up or try all versions and track each link separately.
When you next look at your analytics activity and wonder if the numbers are good, think of doing some testing. A simple change just might be what makes the difference between average activity and great results!
