Blog post By Paula Chiocchi on 2015-08-12
The movie “Revenge of the Nerds” turned 31 this summer. Released in 1984, it was a silly, raunchy comedy, and foretold of the day when (so-called) nerds would take over the world. Not long after, Bill Gates, Steve Jobs, Steve Wozniak, Mark Zuckerberg and many other computer geeks did just that. Because of their success, being referred to as a nerd is no longer the insult it once was. In fact, many wear the term as a badge of honor.
So it’s with that nerd spirit that we dedicate this blog post to the science of email marketing. The reality is, the “art” of crafting an email – the content, images and layout – often garner the lion’s share of the attention. However, experienced email marketers know that successful email programs today are data driven, making the discipline of email marketing more science than art.
With that in mind, here are four ways marketers can use the science of data-driven testing to ensure optimal results with their email initiatives:
There is hope, however: a big way to increase positive responses (and minimize complaints) is to understand mailbox types. It’s somewhat intuitive: recipients want to receive business emails at their work email addresses, and personal messages at their personal email addresses. So when conducting frequency testing, be sure to examine your address database, and send the appropriate message to the right place. Analyze engagement patterns to understand the composition of your target based on their primary and secondary email account activities, and develop frequency testing for different account types. Watch for negative signals (e.g. outright complaints), and monitor responses and open rates. If open rates are trending downward, you’re no doubt over-mailing.
The rewards of frequency testing can be well worth the investment. According to a recent MediaPost article, the benefits to marketers of understanding email account type and ideal frequency can generate a 40% incremental revenue lift.
Since marketers typically have limited opportunities to connect with their target audiences, it’s best to apply some test – even a small one – to each and every campaign to maximize the results of your marketing efforts. These four testing elements represent a good starting point. Try them out and you’ll be sure to make any nerd very proud.
Speaking of data science, make sure the email data that drives your campaigns allows you to achieve the highest levels of ROI. Consider giving BizFACTZ’ B2B marketing data a try. BizFACTZ allows you to reach targeted contacts with precision and accuracy, and generate more leads for your business. Click here to register on our site and use the offer code “INTRO” at checkout to receive a 20% discount on your first order.
Image Copyright: agencyby / 123RF Stock Photo
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.