Test Ideas for Email Marketing – Get Your Campaign Started Right

Email marketing is a form of digital marketing that was originally used for sending out emails with content that was of interest to the recipient. Now, this form of marketing can be used to send out constant updates on a brand or product, as well as promotional offers and new product announcements.

While the purpose of the original email marketing campaigns was to send out information on a regular basis, the purpose of a content campaign is to produce content that will engage with the audience and encourage them to take action.

In the case of a product or brand, the action could be the purchase of a product or service; whereas, for a service, the action would be the getting of a service. Either way, you as the marketer want to encourage the action that you’re looking for.

Since email marketing is so easy to achieve and utilize, it has become an indispensable tool for digital marketers around the world. According to HubSpot Blogs research, 89% of businesses worldwide report that email marketing is either moderately or very effective at achieving business goals.

Why Test?

You might be thinking, “Why would I want to test my email marketing strategy? I’ve got a working strategy, why would I try something new?”

You’d be surprised at how often this question comes up. Campaign managers and marketing executives wonder if testing is even necessary because they assume that their strategy is going to work just fine.

You might be thinking that your email marketing strategy is going to work because you followed the “proven” route. Maybe you saw a study that your target audience responded well to and decided to use the same demographics for your next campaign. Maybe you saw that certain landing pages resulted in higher conversion rates when compared to others and so you designed your next landing page to match the optimal conversion rates you found in your studies. In all of these cases, the person testing the strategy assumes that what they’ve seen before is going to work again because it “seems right.”

Even if the above scenarios sound familiar, you should still test. Why?

Because you might be underestimating the effect that constant changes have on consumer behavior. New research shows that an amazing 87% of Gen Z say that they regularly change their minds about products and services they’ve tried, demonstrating how deeply ingrained the habit of trying new things is in this audience. If you want to engage with the younger generations, you have to adapt your strategy to fit their behavior. Email marketing is a great tool for this because it allows you to keep up with the times and be relevant to your audience. If you’re looking for ways to engage with your subscribers, try a blog post series that takes your topic of discussion and twists it into a different direction. If you think that your email list could use a little inspiration, take a look at some of the incredible marketing ideas from successful brands.

What Should You Test?

If you’re looking to test a brand new marketing strategy, you need to choose your testing ground wisely. You wouldn’t try to drive visitors to your site from Kazakhstan or the Netherlands just to have them leave without making a purchase. But, if you were looking to grow your email list and reach a wider audience, those countries might be exactly where you want to be focusing your efforts. That’s because it’s unlikely that someone who lives in Kazakhstan or the Netherlands would be interested in your product or service, but people all over the world might be interested in your content. As a marketer, this is your opportunity to reach audiences that you might not otherwise be able to reach.

Once you’ve chosen your audience, you need to consider what product or service you will be promoting. You don’t want to try to promote an e-commerce product in a magazine that isn’t based around e-commerce. If you’re new to content marketing, start with a blog that focuses on your area of expertise and then branch into other topics as you gain more experience. Once you’ve established your blog, consider what makes you special – your experience, your education, your training… something that makes you different from other content creators. This is the key to attracting and engaging with your audience.

How Should You Test?

As mentioned above, you need to choose your testing ground wisely. You don’t want to choose a place where there isn’t a demand for your product or service. People in your target audience might want your product or service, but if there isn’t enough demand, you’re not going to enjoy the kind of sales that you’d enjoy if the demand was there. For example, if you’re promoting a pet product, but there aren’t many people interested in that topic, you might have a tough time getting any sales.

The solution is simple – find out what interests your target audience and then choose a place for your campaign that has enough demand for what you’re offering. If you can’t find a place with enough demand, try another idea or go back to the drawing board and come up with a new one.

Once you’ve chosen your audience, you need to consider what product or service you will be promoting. You don’t want to try to promote an e-commerce product in a magazine that isn’t based around e-commerce. If you’re new to content marketing, start with a blog that focuses on your area of expertise and then branch into other topics as you gain more experience. Once you’ve established your blog, consider what makes you special – your experience, your education, your training… something that makes you different from other content creators. This is the key to attracting and engaging with your audience.

When Should You Test?

You don’t need to wait until you’ve established your blog to start testing your email marketing strategy. Instead, you can start small and then progressively build up to a full-blown test. There are a few ways that you can do this. First, you can try a free trial of a CRM tool like HubSpot or Marketo. Second, you can set up automatic email campaigns with services like MailChimp. Third, you can send out weekly, sometimes even daily, emails with no further action required from the recipient – this type of email marketing is often referred to as “no-touch” email marketing.

One of the great things about no-touch email marketing is that you can try it out with little to no investment. All you need is a good email list and a little bit of creativity. For example, if you want to try selling baby furniture, but don’t have the budget for a full-blown marketing campaign, you can simply send out a few emails with photos of different types and sizes of baby furniture to see if this is something that your target audience is interested in. It’s usually a good idea to try out new marketing strategies with a small trial run first, so that you can see how they perform before diving in head first.

Where Should You Test?

Choosing where to test your email marketing strategy isn’t as easy as picking a country – unless you want to limit your testing to specific places. If you do then, it gets a bit more complicated. As a rule of thumb, if you want to test in another country, you’ll need to adjust your strategy a bit. Let’s say, for example, that your target audience is in the U.S., but your product is something that interests people in Europe. In that case, you can try and target ads at people in Europe or you can create a separate blog for the European audience – it’s all about what will work best for your particular situation.

What Should You Test?

In the same manner that you need to choose your audience before you choose what product you will be promoting, you need to consider what tests you’ll be doing before you begin testing. For example, if you’re going to be using a product from Marketo, you might want to try out a newsletter with product insight rather than just marketing information. Since newsletters are typically shorter and have more content included, you might find that this is the best option for driving interest to your website or boosting your social media presence.

How Should You Test?

As mentioned above, you don’t need to wait until you’ve established your blog to start testing your email marketing strategy. Instead, you can start small and then progressively build up to a full-blown test. There are a few ways that you can do this. First, you can try a free trial of a CRM tool like HubSpot or Marketo. Second, you can set up automatic email campaigns with services like MailChimp. Third, you can send out weekly, sometimes even daily, emails with no further action required from the recipient – this type of email marketing is often referred to as “no-touch” email marketing.

Scroll to Top