Email Testing in HubSpot shelby@campaigncreators.com
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There are over 270 Billion Email Marketing emails sent every single day. - Radicati Group
EMAIL MARKETING INTRO 1. Why testing is so important 2. What are the top 3 things you should be testing? CAMPAIGNCREATORS.COM
EMAIL MARKETING KEY TOPICS TO TEST 1. Deliverability 2. Open Rates 3. Click Rate CAMPAIGNCREATORS.COM
DELIVERABILITY
DELIVERABILITY HOW DO YOU KNOW IF YOU HAVE A DELIVERABILITY ISSUE? 1. High Number of Bounced Emails 2. Marked as Spam 3. Flagged as Spammer CAMPAIGNCREATORS.COM
DELIVERABILITY HOW DO YOU KNOW IF YOU HAVE A DELIVERABILITY ISSUE? 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 CAMPAIGNCREATORS.COM
DELIVERABILITY HOW DO YOU KNOW IF YOU HAVE A DELIVERABILITY ISSUE? 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 CAMPAIGNCREATORS.COM
DELIVERABILITY HOW DO YOU KNOW IF YOU HAVE A DELIVERABILITY ISSUE? 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 CAMPAIGNCREATORS.COM
DELIVERABILITY HOW DO YOU FIX YOUR DELIVERABILITY ISSUE? 1. Invest in outside tools ○ Litmus 2. Remove Bounced Emails from your Contact List CAMPAIGNCREATORS.COM
DELIVERABILITY HOW DO YOU ANALYZE IF YOU FIXED THE PROBLEM? 1. Deliverability goes up! 2. No longer on spam lists CAMPAIGNCREATORS.COM
POP QUIZ: What is a hard bounce vs a soft bounce?
DELIVERABILITY HARD BOUNCE VS SOFT BOUNCE ● 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 CAMPAIGNCREATORS.COM
DELIVERABILITY RECAP Issue How to Identify How to Prevent Tool High Bounce Rate HubSpot ● Make sure you HubSpot own your domain ● Make sure your list is up to date Marked as Spam HubSpot ● Segmentation HubSpot ● Make sure each email has a purpose Flagged as Spammer Outside Tools ● Set up DKIM Litmus & MXToolBox CAMPAIGNCREATORS.COM
OPEN RATES
OPEN RATES ARE YOUR OPEN RATES TOO LOW? ● Look at industry and company averages ● How to increase open rates: ○ Test, test, test ● Tools: HubSpot! CAMPAIGNCREATORS.COM
OPEN RATES WHAT TESTS SHOULD I RUN? - Sender ● 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 CAMPAIGNCREATORS.COM
OPEN RATES WHAT TESTS SHOULD I RUN? - Subject Line ● 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 CAMPAIGNCREATORS.COM
OPEN RATES WHAT TESTS SHOULD I RUN? - Preview Text ● Preview Text ○ Length ○ Content ● What We’ve Learned: ○ Content should support your subject line ○ Should be at least 90 characters CAMPAIGNCREATORS.COM
OPEN RATES WHAT TESTS SHOULD I RUN? - Personalization ● Personalization ○ Subject Line ○ Preview Text ● What We’ve Learned: ○ Works well in B2B, not in B2C ○ Works best in subject line CAMPAIGNCREATORS.COM
OPEN RATES WHAT TESTS SHOULD I RUN? - Time & Day ● 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 CAMPAIGNCREATORS.COM
OPEN RATES WHAT TESTS SHOULD I RUN? - Segmentation ● Segmentation ○ Customers vs Leads ○ Active Leads vs. Dormant Leads CAMPAIGNCREATORS.COM
OPEN RATES WHAT TESTS SHOULD I RUN? - Suppressions ● 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 CAMPAIGNCREATORS.COM
OPEN RATES WHAT TESTS SHOULD I RUN? - Emojis ● Emojis ○ Placement ○ Types of Emojis ● What We’ve Found: ○ Doesn’t decrease deliverability but doesn’t increase open rates CAMPAIGNCREATORS.COM
POP QUIZ: If you could test one thing what should it be?
OPEN RATES POP QUIZ Subject Lines! CAMPAIGNCREATORS.COM
CLICK RATES
OPEN RATES ARE YOUR CLICK RATES TOO LOW? ● Look at industry averages and company averages ● How to increase click rates: ○ Test, test, test ● Tools: HubSpot! CAMPAIGNCREATORS.COM
CLICK RATES WHAT TESTS SHOULD I RUN? - Design ● Design ○ Header Banner ○ Multi Column ● What We’ve Learned: ○ Overly designed emails perform worse CAMPAIGNCREATORS.COM
CLICK RATES WHAT TESTS SHOULD I RUN? - Text to Image Ratio ● Text to Image Ratio ○ Amount of text and images ● What We’ve Learned: ○ Emails should be mostly text based CAMPAIGNCREATORS.COM
CLICK RATES WHAT TESTS SHOULD I RUN? - Length ● Length ○ Short ○ Long ● What We’ve Learned ○ Ideally you should keep emails short ○ If you have longer digests - include menu items at top CAMPAIGNCREATORS.COM
CLICK RATES WHAT TESTS SHOULD I RUN? ● Content ○ Newsletter ○ Promotions ● What We’ve Learned: ○ You should include both email types CAMPAIGNCREATORS.COM
CLICK RATES WHAT TESTS SHOULD I RUN? - CTAs ● 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 CAMPAIGNCREATORS.COM
CLICK RATES WHAT TESTS SHOULD I RUN? - Social Sharing ● 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 CAMPAIGNCREATORS.COM
CLICK RATES WHAT TESTS SHOULD I RUN? - Optimize for Mobile ● Optimize for Mobile ○ This isn’t a test - JUST DO IT ● What We’ve Learned ○ 51% of people open emails on mobile CAMPAIGNCREATORS.COM
CLICK RATES HOW DO YOU ANALYZE CLICKS? Click Mapping CAMPAIGNCREATORS.COM
CLICK RATES HOW DO YOU ANALYZE CLICKS? Click Mapping CAMPAIGNCREATORS.COM
CLICK RATES HOW DO YOU ANALYZE CLICKS? Clicks by Device Type ○ High opens on mobile and low clicks on mobile = not good CAMPAIGNCREATORS.COM
POP QUIZ: What is the first thing you should focus on when optimizing click rates?
CLICK RATES POP QUIZ Optimize for Mobile! CAMPAIGNCREATORS.COM
A/B Testing
A/B TESTING HOW DO YOU TEST IN HUBSPOT? CAMPAIGNCREATORS.COM
A/B TESTING HOW DO YOU RUN AN A/B TEST IN HUBSPOT? ● Send each variation to 50% of database ○ Analyze emails a couple days later to determine which variation worked better CAMPAIGNCREATORS.COM
A/B TESTING HOW DO YOU RUN AN A/B TEST IN HUBSPOT? ● Test email with a small percentage of database over a certain period of time ○ Allows you to test before sending ○ Will determine a winner after the test duration is over CAMPAIGNCREATORS.COM
A/B TESTING KEY THINGS TO KEEP IN MIND WHEN TESTING ● Only test one thing at a time ● Run multiple tests on the same thing CAMPAIGNCREATORS.COM
EMAIL OPTIMIZATION CASE STUDIES
EMAIL OPTIMIZATION CASE STUDIES - NUTRACEUTICAL CLIENT ● 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% CAMPAIGNCREATORS.COM
EMAIL OPTIMIZATION CASE STUDIES - VITACUP ● 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 CAMPAIGNCREATORS.COM
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