The savvy marketer is constantly testing, striving to improve the email marketing ROI little by little through tweaks and changes that yield incremental results…which added together can equal one big result. Marketers typically test From names, subject lines, delivery days and times, offers and placement of buttons among other elements recommended by their email consultant.
In this age of content marketing, B2B marketers have yet another element they can test: content!
Consider all the different types of content you’re currently creating at your company as part of your content marketing strategy. This type of content might include:
- Webinars
- Case studies
- Whitepapers
- Videos
- Infographics
- Slideshows
- Ebooks
This is all content you are likely creating as part of your content marketing strategy anyway, so why not put it to use as a testing element? You don’t need an email consultant to do so. And the big benefit is that you can use the information you gather to improve not only your email marketing, but your content marketing as well.
For example, if you offer a case study vs. a slideshow in your email marketing, and the slideshow gets the noticeably higher response and conversion rates, then perhaps your content strategy should focus on creating more slideshows than case studies since the former has more appeal than the latter.
Then you’ll create content with more appeal and you’ll have more appealing offers in your B2B email marketing too!
Need help setting up your A/B tests? Call on your ClickMail email consultant!
