Email Testing in HubSpot shelby@campaigncreators.com SD INBOUND - - PowerPoint PPT Presentation

▶
email testing in hubspot
SMART_READER_LITE
LIVE PREVIEW

Email Testing in HubSpot shelby@campaigncreators.com SD INBOUND - - PowerPoint PPT Presentation

May 08, 2023 362 likes •915 views

Email Testing in HubSpot shelby@campaigncreators.com SD INBOUND ANNOUNCEMENTS 2.27.18 SD Inbound Seminar Workshop: 5 Copywriting Secrets, Backed by Psychology, That Tripled HubSpot Sales Revenue 3.7.18 Webinar Boost Your

slide-1
SLIDE 1

Email Testing in HubSpot

shelby@campaigncreators.com

slide-2
SLIDE 2

ANNOUNCEMENTS

CAMPAIGNCREATORS.COM

SD INBOUND

  • 2.27.18 SD Inbound Seminar

○ Workshop: 5 Copywriting Secrets, Backed by Psychology, That Tripled HubSpot Sales Revenue

  • 3.7.18 Webinar

○ Boost Your eCommerce | B2C Revenue with Email Automation

  • 4.12.18 HUG18: Disruptive Marketing

○ Save 25% with code: CCLovesHUG18

slide-3
SLIDE 3

Email Marketing

There are over 270 Billion emails sent every single day.

  • Radicati Group
slide-4
SLIDE 4

INTRO

CAMPAIGNCREATORS.COM

EMAIL MARKETING

1. Why testing is so important 2. What are the top 3 things you should be testing?

slide-5
SLIDE 5

KEY TOPICS TO TEST

CAMPAIGNCREATORS.COM

EMAIL MARKETING

1. Deliverability 2. Open Rates 3. Click Rate

slide-6
SLIDE 6

DELIVERABILITY

slide-7
SLIDE 7

HOW DO YOU KNOW IF YOU HAVE A DELIVERABILITY ISSUE?

CAMPAIGNCREATORS.COM

DELIVERABILITY

1. High Number of Bounced Emails 2. Marked as Spam 3. Flagged as Spammer

slide-8
SLIDE 8

HOW DO YOU KNOW IF YOU HAVE A DELIVERABILITY ISSUE?

CAMPAIGNCREATORS.COM

DELIVERABILITY

1. High Number of Bounced Emails ○ You can find this in HubSpot ○ How to prevent ■ Make sure your list is up to date ■ Have your emails come from your business domain ■ Make sure emails are typed correctly ○ Tools: Hubspot

slide-9
SLIDE 9

HOW DO YOU KNOW IF YOU HAVE A DELIVERABILITY ISSUE?

CAMPAIGNCREATORS.COM

DELIVERABILITY

  • 2. Marked as Spam
  • You can find this in HubSpot
  • How to prevent

○ Keep your list clean - segmentation, personalization & remove inactive records from email sends ○ Make sure your content has a purpose

  • Tools: Hubspot
slide-10
SLIDE 10

HOW DO YOU KNOW IF YOU HAVE A DELIVERABILITY ISSUE?

CAMPAIGNCREATORS.COM

DELIVERABILITY

  • 3. Flagged as Spammer
  • Cannot be determined in HubSpot
  • How to prevent

○ Own your own domain ○ Include unsubscribe links ○ Set up DKIM in HubSpot domain manager

  • Litmus, MXToolbox
slide-11
SLIDE 11

HOW DO YOU FIX YOUR DELIVERABILITY ISSUE?

CAMPAIGNCREATORS.COM

DELIVERABILITY

1. Invest in outside tools ○ Litmus 2. Remove Bounced Emails from your Contact List

slide-12
SLIDE 12

HOW DO YOU ANALYZE IF YOU FIXED THE PROBLEM?

CAMPAIGNCREATORS.COM

DELIVERABILITY

1. Deliverability goes up! 2. No longer on spam lists

slide-13
SLIDE 13

POP QUIZ: What is a hard bounce vs a soft bounce?

slide-14
SLIDE 14

HARD BOUNCE VS SOFT BOUNCE

CAMPAIGNCREATORS.COM

DELIVERABILITY

  • Hard bounce - bounces that indicate that the contact is ineligible to receive emails

○ Email no longer exists ○ domain no longer exists

  • Soft Bounce - instances in which the email is undeliverable, but the specific bounce

message indicates that the error may be resolved before the next send. ○ Email held in corporate spam folder waiting for release ○ email full ○ attachment too big

slide-15
SLIDE 15

RECAP

CAMPAIGNCREATORS.COM

DELIVERABILITY

Issue How to Identify How to Prevent Tool High Bounce Rate HubSpot

  • Make sure you
  • wn your

domain

  • Make sure your

list is up to date HubSpot Marked as Spam HubSpot

  • Segmentation
  • Make sure

each email has a purpose HubSpot Flagged as Spammer Outside Tools

  • Set up DKIM

Litmus & MXToolBox

slide-16
SLIDE 16

OPEN RATES

slide-17
SLIDE 17

ARE YOUR OPEN RATES TOO LOW?

CAMPAIGNCREATORS.COM

OPEN RATES

  • Look at industry and company averages
  • How to increase open rates:

○ Test, test, test

  • Tools: HubSpot!
slide-18
SLIDE 18

WHAT TESTS SHOULD I RUN? - Sender

CAMPAIGNCREATORS.COM

OPEN RATES

  • Sender

○ Name of Brand ○ Person at Company ○ Person ○ Email address

  • What We’ve Learned:

○ Emails should always come from a person whether fictional or real ■ Builds a brand relationship

slide-19
SLIDE 19

WHAT TESTS SHOULD I RUN? - Subject Line

CAMPAIGNCREATORS.COM

OPEN RATES

  • Subject Line

○ Length ○ Content ○ Phrases ○ Promotion types - % vs $ ○ Placement of Promotion

  • What We’ve Learned:

○ Shorter to the point subject lines tend to perform better

slide-20
SLIDE 20

WHAT TESTS SHOULD I RUN? - Preview Text

CAMPAIGNCREATORS.COM

OPEN RATES

  • Preview Text

○ Length ○ Content

  • What We’ve Learned:

○ Content should support your subject line ○ Should be at least 90 characters

slide-21
SLIDE 21

WHAT TESTS SHOULD I RUN? - Personalization

CAMPAIGNCREATORS.COM

OPEN RATES

  • Personalization

○ Subject Line ○ Preview Text

  • What We’ve Learned:

○ Works well in B2B, not in B2C ○ Works best in subject line

slide-22
SLIDE 22

WHAT TESTS SHOULD I RUN? - Time & Day

CAMPAIGNCREATORS.COM

OPEN RATES

  • Time & Day

○ Day of week ○ Time of day

  • What We’ve Learned:

○ Very dependent on your database ○ Spend a lot of time testing what is best for your subscribers

slide-23
SLIDE 23

WHAT TESTS SHOULD I RUN? - Segmentation

CAMPAIGNCREATORS.COM

OPEN RATES

  • Segmentation

○ Customers vs Leads ○ Active Leads vs. Dormant Leads

slide-24
SLIDE 24

WHAT TESTS SHOULD I RUN? - Suppressions

CAMPAIGNCREATORS.COM

OPEN RATES

  • Suppressions

○ Low Engaged - HubSpot does this automatically for you

  • What We’ve Learned:

○ These people aren’t engaged and are lowering open rates ○ Always suppress unless you have a very important message or re-engage dormant leads

slide-25
SLIDE 25

WHAT TESTS SHOULD I RUN? - Emojis

CAMPAIGNCREATORS.COM

OPEN RATES

  • Emojis

○ Placement ○ Types of Emojis

  • What We’ve Found:

○ Doesn’t decrease deliverability but doesn’t increase open rates

slide-26
SLIDE 26

POP QUIZ: If you could test

  • ne thing what

should it be?

slide-27
SLIDE 27

POP QUIZ

CAMPAIGNCREATORS.COM

OPEN RATES

Subject Lines!

slide-28
SLIDE 28

CLICK RATES

slide-29
SLIDE 29

ARE YOUR CLICK RATES TOO LOW?

CAMPAIGNCREATORS.COM

OPEN RATES

  • Look at industry averages and company averages
  • How to increase click rates:

○ Test, test, test

  • Tools: HubSpot!
slide-30
SLIDE 30

WHAT TESTS SHOULD I RUN? - Design

CAMPAIGNCREATORS.COM

CLICK RATES

  • Design

○ Header Banner ○ Multi Column

  • What We’ve Learned:

○ Overly designed emails perform worse

slide-31
SLIDE 31

WHAT TESTS SHOULD I RUN? - Text to Image Ratio

CAMPAIGNCREATORS.COM

CLICK RATES

  • Text to Image Ratio

○ Amount of text and images

  • What We’ve Learned:

○ Emails should be mostly text based

slide-32
SLIDE 32

WHAT TESTS SHOULD I RUN? - Length

CAMPAIGNCREATORS.COM

CLICK RATES

  • Length

○ Short ○ Long

  • What We’ve Learned

○ Ideally you should keep emails short ○ If you have longer digests - include menu items at top

slide-33
SLIDE 33

WHAT TESTS SHOULD I RUN?

CAMPAIGNCREATORS.COM

CLICK RATES

  • Content

○ Newsletter ○ Promotions

  • What We’ve Learned:

○ You should include both email types

slide-34
SLIDE 34

WHAT TESTS SHOULD I RUN? - CTAs

CAMPAIGNCREATORS.COM

CLICK RATES

  • CTAs

○ Type ○ Color

  • What We’ve Learned:

○ You should include a variety of options but not more than 3 ○ Don’t use the color red in your CTAs

slide-35
SLIDE 35

WHAT TESTS SHOULD I RUN? - Social Sharing

CAMPAIGNCREATORS.COM

CLICK RATES

  • Social Sharing

○ Including in the footer vs without

  • What We’ve Learned:

○ Not the highest clicked button (and they shouldn’t be) ○ May not be interested at the moment but could be a lead generator

slide-36
SLIDE 36

WHAT TESTS SHOULD I RUN? - Optimize for Mobile

CAMPAIGNCREATORS.COM

CLICK RATES

  • Optimize for Mobile

○ This isn’t a test - JUST DO IT

  • What We’ve Learned

○ 51% of people open emails on mobile

slide-37
SLIDE 37

HOW DO YOU ANALYZE CLICKS?

CAMPAIGNCREATORS.COM

CLICK RATES

Click Mapping

slide-38
SLIDE 38

HOW DO YOU ANALYZE CLICKS?

CAMPAIGNCREATORS.COM

CLICK RATES

Click Mapping

slide-39
SLIDE 39

HOW DO YOU ANALYZE CLICKS?

CAMPAIGNCREATORS.COM

CLICK RATES

Clicks by Device Type ○ High opens on mobile and low clicks on mobile = not good

slide-40
SLIDE 40

POP QUIZ: What is the first thing you should focus on when

  • ptimizing click

rates?

slide-41
SLIDE 41

POP QUIZ

CAMPAIGNCREATORS.COM

CLICK RATES

Optimize for Mobile!

slide-42
SLIDE 42

A/B Testing

slide-43
SLIDE 43

HOW DO YOU TEST IN HUBSPOT?

CAMPAIGNCREATORS.COM

A/B TESTING

slide-44
SLIDE 44

HOW DO YOU RUN AN A/B TEST IN HUBSPOT?

CAMPAIGNCREATORS.COM

A/B TESTING

  • Send each variation to 50% of database

○ Analyze emails a couple days later to determine which variation worked better

slide-45
SLIDE 45

HOW DO YOU RUN AN A/B TEST IN HUBSPOT?

CAMPAIGNCREATORS.COM

A/B TESTING

  • Test email with a small percentage of database
  • ver a certain period of time

○ Allows you to test before sending ○ Will determine a winner after the test duration is over

slide-46
SLIDE 46

KEY THINGS TO KEEP IN MIND WHEN TESTING

CAMPAIGNCREATORS.COM

A/B TESTING

  • Only test one thing at a time
  • Run multiple tests on the same thing
slide-47
SLIDE 47

EMAIL OPTIMIZATION CASE STUDIES

slide-48
SLIDE 48

CASE STUDIES - NUTRACEUTICAL CLIENT

CAMPAIGNCREATORS.COM

EMAIL OPTIMIZATION

  • Client was using heavily designed emails which led to

○ Deliverability issues ○ Click through issues

  • Results

○ Deliverability increased - 1,000 more contacts receiving emails ○ Click rates increased by .5%

slide-49
SLIDE 49

CASE STUDIES - VITACUP

CAMPAIGNCREATORS.COM

EMAIL OPTIMIZATION

  • Client was sending the same emails to their entire database
  • Tested segmentation

○ Customers vs Leads

  • Results

○ Customers had higher click and open rates ■ Customers: Open 28% & Click 2% ■ Leads: Open 25% & Click 1% ○ Need to send emails less frequently to leads

slide-50
SLIDE 50

CASE STUDIES - CAMPAIGN CREATORS

CAMPAIGNCREATORS.COM

EMAIL OPTIMIZATION

  • We were emailing our database too often which led to

○ High unsubscribe rates

  • What we did

○ Cut emails down to a bi-monthly digest ○ Controlling automated communications with suppressions

  • Result: Unsubscribes decreased from 1.04% to .67%
slide-51
SLIDE 51

FINAL TIPS

slide-52
SLIDE 52

TIPS TO KEEP IN MIND

CAMPAIGNCREATORS.COM

FINAL TIPS

  • Segment your database
  • Design mobile first - majority of database opens on mobile
  • Include a variety of CTA types
  • Know what your database wants

○ Send times and dates - spend a significant amount of time testing date/time combos

  • Every email should have a very clear purpose

○ Always have them go somewhere else - email is a vehicle to access more info

slide-53
SLIDE 53

Q & A?

CAMPAIGNCREATORS.COM

QUESTION & ANSWER

slide-54
SLIDE 54

THANK YOU!

CAMPAIGNCREATORS.COM

SHELBY@CAMPAIGNCREATORS.COM