![]() Batch-and-blast emails just aren’t going to cut it or result in high conversion and engagement rates. Personalization isn’t new for 2023, but it keeps picking up steam, becoming increasingly important for email programs. If you want to extend an offer or discount, click-through rate (and subsequent visits and conversions from your offer) is your main metric to watch.If you want recipients to read an important update to your terms of service (and the content is in the body of your email), provide a compelling and urgent subject line and measure your open rate.To determine which metrics you should monitor, first determine the purpose of your email. Open rate, click-through rate, click-to-open rate. Choose meaningful metrics to track and measure If your recipients can’t see or read your email, they can’t engage, which can have lasting consequences, especially on your sender reputation. ![]() One of the most important steps is to test your email before sending, which gives you a chance to identify any rendering issues, typos, broken links, and potentially spammy elements. We’ve compiled a simple checklist that you can reference, but be sure to add items tailored to your program for a seamless sending experience every time. Set yourself up for success on your next email campaign by creating a checklist of all the important steps you need to consider before pressing Send. For more tips, check out our A/B testing guide. Remember, your product changes, as do your recipients, so a good email marketer is never done testing. Move onto the next test once you find a winning element.Make sure you have a significant sample size in your testing.Test only one element at a time (otherwise, your results will be inconclusive).Some tips to keep in mind during your tests are: It’s important to A/B test every part of your email, from subject lines to your calls to action (CTAs). But the beauty of email marketing is that, over time, you’ll amass critical insights and data about your recipients to make informed changes to your program. The truth is, you’re unlikely to address these questions completely the first time around. What types of actions or activities distinguish your audience from the general population?.Is there a specific vernacular, or slang even, that might resonate with them more than others?.How and when do they prefer communication?.Ask yourself and try to address the following questions in as granular detail as possible: Your audience is more than just a demographic group. A deep understanding of your recipient audience is one of the most important aspects to take stock of before you start emailing them.
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