Take a look at the stats on that last email campaign you sent. Go ahead, open it up.
How effective is your subject line? Interesting enough to open? What about your call to action? So intriguing that readers just can’t help but click it?
Good! But open and click rates only measure interest. They’re not your end goal.
Your end goal is to make sales. It’s the revenue from customer purchases that keeps you in business. So an email campaign’s true worth should be measured by the sales it generates.
The trick is finding out how to put the message together in a way that prompts the most purchases. With a little up-front work, you can do this right in your AWeber account.
Step 1: Set Up Sales Tracking
First, you’ll need to make sure you’re tracking the purchases that your subscribers are making in response to each email campaign.
You can do this with sales tracking. If you’ve already done this, skip to step 2. If you haven’t yet, head over to AWeber’s knowledge base and follow these steps.
Once you’re ready, it’s time for…
Step 2: Tweak Your Promotional Broadcast
Start with your email design. The goal is to test whether a different version will sell more, so you’ll need to create two or more versions.
To get started, take a look at:
- Your call to action. Is your email design eye-catching? Could different words be more engaging and motivate readers to take action? Should it be placed higher so that reader don’t have to scroll as much?
- Your text-to-image ratio. Experts recommend a blend of 60% text to 40% images to present your message while avoiding spam traps.
- Your preheader. Do you have a whitelisting request? A link to your newsletter online? An unsubscribe link? You should.
- Your format. Are you using the best layout for your content, or should you try one of these options instead?
- Your images and copy. Are you presenting your product or service in the best possible light? Or would your readers respond better to something else?
Step 3: Split Test For the Winning Design
To find out which email design will generate more sales, use the broadcast split testing feature in your account. This sends each version to a randomly selected, equally sized audience from your mailing list so you’ll get the most accurate results.
After the broadcasts go out, follow the QuickStats for each version to keep track of sales.
