How To Improve Your Email Open Rate and Click Through Rate By 7.8% and 8.4% Respectively

I’ve been fiddling around with email optimization in the past week.

Thinking to myself…how can I improve my open and click-through rate to my list?

Yes I’m always thinking of improving these email metrics.

Because any small increase in conversion can mean a significant increase in profitability.

This is especially true if you use email marketing as a sales channel.

Anyway…I thought I do a split test. Or more specifically split broadcast in this case.

I will spare you all the details and dive straight into the methods I used to improve my open and click through rates (the results you see in my post title is based on just 2 tests).

Improving Open Rate:

Personalize your email subject headline with your subscriber’s name. That’s it.

I found that a name-personalized email headline generally outperforms one that doesn’t.

You will need a good email marketing solution for this. I’m using Aweber and it performs brilliantly for me.

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Split Testing - 2 Opt-In Forms or 1?

Split testing is essentially an A/B test. We put 2 version out, A and B.

We set one variable to be tested (e.g. headlines in a sales copy) and keep all other factors for both versions constant.

And we send it out to test with fair exposure to both, and measure the ensuring actions that return.

So Why The Heck Do We Have To Test?

Marketing is about testing. It’s about bettering the previous version and keeping the improvement process going. Again and again.

Take a look at this equation:

Sales = Conversion x Traffic

Now, traffic takes time to build. But, you can easily improve your conversion by tweaking a headline, an offer or a bonus!

For example, you will have 5 sales if you get 1% conversion out of 500 visitors. To get 10 sales, you will need 1000 visitors, assuming your conversion stays at 1%

BUT, if you increase your conversion by just 1 more % with the same 500 visitors, you would already have gotten 10 sales. Is 1 more % difficult to achieve?

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