Episode description
On this episode of Its The Bottom Line that Matters, hosts Patricia Reszetylo, Daniel McCraine and Jennifer Glass dive into the world of email marketing and specifically focus on AB testing. They discuss how AB testing involves creating two versions of an email, such as different subject lines or bodies, or even entirely different campaigns, and sending them to a small portion of the email list. The winning email, based on opens, engagements, or desired actions, is then sent to the rest of the list. The goal is to increase open rates and engagement, rather than sending emails just for the sake of it.
They highlight that different platforms have different methods of conducting AB testing, such as sending the email to a segment of the group and then sending the rest after a certain timeframe. They emphasize that the effectiveness of AB testing depends on the type of email and how the testing is conducted. The importance of testing subject lines and considering the balance between testing and sending the email quickly is also discussed.
Timing in terms of the day and time of the email is another aspect that can be tested to understand its impact. The hosts stress the importance of seeking professional advice on risks and regulations like GDPR and spam laws. They emphasize the importance of having an opt-out option and obtaining explicit permission before adding individuals to a mailing list to avoid being seen as a spammer.
The hosts provide insights on the importance of relevance in email marketing, using the example of a realtor sending housing information to someone not in the market for a house. They suggest using clear decision-making methods, such as asking individuals if they want to be added to a list, and highlight the need for a clear strategy.
The hosts also share their experiences in the email marketing realm, including the optimal timing for sending emails for better open rates. They discuss the significance of the thank you page after someone opts in and offer advice on how to engage the recipient further. They mention that Google now moves emails into the promotions tab until the recipient opens them, and advises recipients to check their promotions and junk folders for downloaded content. The hosts also touch on the uncertainty of email delivery timing and suggest setting a delay before sending to ensure the email reaches the recipient's inbox.
Furthermore, Jennifer, Daniel and Patricia discuss the importance of receiving relevant information from a realtor, as an example, sharing their preferences for notifications based on specific criteria they are looking for in a house. They highlight the need to have a clear desired outcome in mind when sending emails and emphasize the importance of having a strategy behind email communication.
The episode concludes with a teaser for the next episode, which will focus on analyzing and nurturing email lists. We wish you success and encourage revisiting the episode to ensure nothing was missed.