A/B TESTING
A/B testing, also known as split testing, compares two versions of the same campaign where one element is different, such as the clickable button or the wording of a CTA (call-to-action). By testing only one element at a time we can maintain control over the results and draw conclusions as to the effectiveness of each variable in driving conversions. By assessing the actions of buyers, A/B testing reveals what truly appeals to them. In doing so, it advances consumer engagement, campaign effectiveness and ROI.
AUTOMATION
ARE YOUR LEADS SALES READY?
Lead nurturing is a way to develop qualified leads until they are sales-ready. Done well, nurturing can result in 50% more sales leads at 33% lower cost per lead.
The real power behind lead nurturing comes from its ability to automate or “drip” thoughtful communications. With a nurturing program in place, your prospects are no longer getting spammed with generic sales emails — they’re receiving targeted communications based on their own activities, interests, and more.
You can create an automated email campaign that starts with a simple indoctrination or thank-you email. Once a customer opts in to communications, you can follow up a few days later with links to content on your site that is relevant. Automated emails are especially useful for upselling and cross selling, since they ensure that targeted messaging reaches customers as soon as it becomes clear that they may have interest in additional products or services.
ANALYTICS
MEASURING ROI
Appropriate metrics let you measure the worth of your marketing tactics. If you want your email marketing efforts to be successful, you need to monitor your campaigns on a regular basis and use analytics (Open, CTR, Conversion, Bounce, Unsubscribe) information to improve them. Data enables marketers to confidently identify which parts of the marketing efforts deliver the optimal return on investment (ROI), including the performance of channels, specific calls-to-action (CTAs), and individual pieces of content, such as gated resource guides or ebooks.