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Article Surfing ArchiveKnowing What You Should Be Testing - Articles SurfingAccurate testing will show you almos exactly how wellyou're going to do with each promotion before you send it. When you're testing e-mail promotions to determine which approach willproduce the best results, you'll want to be testing a number of things,including: Same offer; different subject lines. Test the exact same e-mail promotion in the exact same format and change only line of each. Same subject line; different letters. Use the same subject lineAnd the same format , but alter the body of your letter sligthtly.This doesn't mean you have to write an entirely new letter; instead,try tweaking just one section so you can determine whichchange makes the difference. Different opening paragraphs. It's a good idea to create a letterthat works , then try a couple of different opening paragraphs.This is area of the letter that will have the biggest impact on your sales,because this is where people make their "read it or delete it" decision. Different offers. You don't always have to be testing the effecof different salescopy ' you can also try testing the appeal of ooffer versus the interest in another. Different price points. You should always test a few different pricesfor a new product or promotion. It's amazing but true ' a productwill often sell more at a higher price then at a lower , discountedprice'though often somewhere in between is your best bet.Test at least three prices points for any product. Different angles. Try a couple of different angles in your promotions. Different salesletters. If your e-mail promotions link your customersto a salesletter at your web site, try using the same mailing and thesame subject line, but linking to different salesletters or web pag( with different headlines, angles, etc) Different formats. While we used to send almost all of our e-mailpromotions in HTML format , we have recently discovered that ouraudience is more responsive to mailings in plain text format. Again,if we weren't constantly testing and tweaking our promotions , wenever would have learned this. Short copy versus long copy. Depending on your promotion , thelength of your e-mail can play a large in its success.Typically , e-mail that are more than two pages in length don't getread ' but this is not always the case. Sometimes , you need thaextra, persuasive text to convince your potential customers that youroffer really is the best. Try testing a three-quarter-page emailpromotion versus one that is closer to one and half pages in length. The single most important thing you can do to guarantee the long termsuccess of you e-mail marketing program is to constantly test every aspect of your promotions. So what , exactly , should you be testing? Anything and everything.You should try testing things like: Subject lines .and this is just the beginning. Fell free to test as many different elements of your e-mail promotionsas you can think of. It can only improve your bottom line.
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