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Entrepreneur – Six Tips for Maximizing Email Marketing Campaigns

Entrepreneur - Six Tips for Maximizing Email Marketing Campaigns

By: Entrepreneur

Email marketing can help businesses keep in touch with customers and prospects. But there’s a big difference between simply adding people to your contacts list and running a savvy campaign that drives traffic to your website and generates sales.

Here are some tips to help you maximize the power of your email marketing:

1. Split test your opt-in forms.
Split testing can be a powerful tool in the online marketer’s arsenal. You can test different variables on your website and in your marketing campaigns to determine which combinations will generate the most email subscriptions.

For example, if you can’t decide where to place your opt-in form on your website, or what color to use for your “Sign Up Now” button, a split test can pit various choices against each other and determine a statistically significant winner.

To get started with split testing, consult your email management program’s help section. Most top-tier list management programs — including AweberMailChimpiContact andConstantContact – offer split testing as a default function.

2. Split test broadcast messages.
Your “broadcast messages” also can be useful candidates for split testing. These are the messages you send spontaneously, unlike scheduled follow-up emails that go out at a set time.

Because broadcast messages usually announce timely information such as product launches and sales promotions, it can be important to make them as effective as possible. Consider split testing both the subject line and call to action in your broadcast messages.

Even small improvements in open and click-through rates can make a significant difference in the ROI for your email marketing.

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