This month Jamie Gledhill, MD at Emailmovers was asked for advice on the following issue discussed in Database Marketing magazine:<\/p>\n
“With email marketing continuing to grow rapidly, delivering the very best possible email is the only sure way to stand out from the crowd. Just as in direct mail, testing multiple versions is the way to optimise \u2013 and to avoid wasting budget on mailers that are fundamentally flawed. We took advice from the UK\u2019s top ESPs on the methods and software features that will maximise email response and income.”<\/em><\/p>\n The article in Database Marketing magazine quoted Jamie<\/strong> “Business purchases are generally higher value and the buying cycle is far longer, tends to involve more than one person and often requires extensive research on the part of the purchaser.\u00a0\u201cThere are a whole load of factors that can skew the testing process,\u201d says Jamie Gledhill, Managing Director and founder of Emailmovers. \u201cYou shouldn\u2019t expect them to bite immediately, it\u2019s a different emotional process.\u201d<\/p>\n According to Gledhill, testing a series of emails is essential to see which ones \u2013 or which combinations \u2013 tease response from different business buyers.\u00a0\u201cWe use plain text mailers to test before we considering sending HTML and use an autoresponder system that allows immediate feedback from the email rather than trying to force them to click through to a site or fill in a form.\u201d<\/p>\n As well as the number of contacts needed, the creative and proposition are still primary concerns. For example, using a subject line of \u201cAre you sick of late payers?\u201d rather than \u201cAre you owed money?\u201d may well work better when offering factoring services.\u00a0\u201cYou may need to ask in three different ways before they will respond at all,\u201d he says. \u201cThe smallest change in the copy can still make a big difference and b2b doesn\u2019t respond as well to HTML as it does to text these days.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":" This month Jamie Gledhill, MD at Emailmovers was asked for advice on the following issue discussed in Database Marketing magazine: “With email marketing continuing to grow rapidly, delivering the very best possible email is the only sure way to stand out from the crowd. Just as in direct mail, testing multiple versions is the way … <\/p>\n
\nDatabase Marketing| Testing key to integrating email marketing | Friday 17th February 2012<\/p>\n