Optimization: Change for the better

Change sometimes seems hard, sometimes harder and sometimes impossible. But changing your email might just be what the doctor ordered. Last time we talked about excuses for not getting started with email testing. But you might still think it is bad to change something that already is working good. Why change the design you have worked soo hard on? We look at some more of the best excuses for not optimizing your e-mail!

19. We already know what works

Great to hear your email campaigns are delivering the desired results. But is your email marketing dollar giving all he’s got? With testing you can compare your current campaign to alternative test versions and definitely improve your ROI.

20. Our subscribers appreciate it like it is

Let them show that appreciation. Optimize the emailing for results and the hard work you already are putting in, will pay off. There are many optimizations you can do without changing the essence of your emailings. They will appreciate your optimized emailings even more and you will have the results to prove it.

21. They will get confused by a new design

Not all testing and optimization is design oriented, many optimizations are about making small changes to further optimize. If you want to drastically change the design, just make sure that you keep the emailings recognizable and have a ‘fit’ with your brand-image. Send your test to a part of your list (testgroup), the rest of your list won’t see the new design until it’s proven effective.

22. We use customer interviews

Interviews are a great way to find usability issues, give you inspiration and learn more about the customers’ motivation. But it doesn’t give you the numbers. In interviews people might say one thing, but in real life will do something complete different. Qualitive testing has its worth, but the proof of the pudding is in the eating. So get testing and get proof what version works best.

23. I’ll have to use the same ‘best’ design forever

You are trying to achieve an optimal e-mailmarketing program. That doesn’t mean you are limited in your creative freedom. It will actually make you think about variations and changes in your designs to produce a better emailing. Changing the design around every now and again is actually good limiting email fatigue and will stop your recipients from getting bored with your “same old” design.

24. We are not a commercial organization, so we don’t need to optimize

You are making an email marketing effort for a reason. Your organization might not be commercial, but it is always a good idea to optimize your emailings for maximum results and reach your organizations goals. Your results don’t always have to be linked to cash.

25. We already segment the list, no need to test

Segmenting your list is one of those great techniques that will increase your results. You can treat every segment as a separate list and optimize per segment. If you are segmenting your content, but using the same design.  That design is a great place to start your testing.

26. The results are already better than ever before

You have better results, so chances are you are already doing some optimization on your emailings. But you could probably do even better. So don’t sit back and leave your emailings un-optimized. Keep up the good work!

27. We have great content, we don’t need to optimize

Content may still be king, but the days of “make content and they will convert” never existed. Killer content is a good starting point, but test and see what triggers your recipients and act on it. The presentation of your content will play a big part in engaging your audience.

99 reasons not to optimize

This post is a part of the 99 reasons for not testing series. We are still not at nr 99. So there will be a lot more coming to you in the next couple of weeks. Please let us know what excuses for not testing you have heard!

See the other posts in this series:
Reason 01-09 99 reasons for not testing
Reason 10-19 Why not to start testing

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