There’s been a lot of chatter on our blog over the past year or so about responsive design, whether it’s right for you and your subscribers, and how other associations have navigated mobile design. Now we’re starting to bask in the glory of some pretty awesome results our clients are seeing. There is one resounding similarity: large jumps in click-through rates.
Wow. Imagine what a 61% increase in clicks could mean for your organization’s bottom line. More registrants, more purchases, more renewals, more conversions. And we can help you do that!
“We’re excited to have launched our first responsive template. It’s made our process more efficient and much more flexible. After first use, we saw our highest click-through rate of the year,” said Jenna McLauchlan, Digital Project Manager at ICAS. “We also received a significant amount of positive feedback on the design from stakeholders.”
It’s no secret that mobile readership is on the rise and if your subscribers are primarily mobile email readers, making the switch to responsive design is critical to keeping readers engaged.
Our expert team of template designers is armed and ready with responsive code that’ll help you achieve results just like the Brewer’s Association, ICAS, Ohio Farm Bureau, and several other organizations that made the switch. If you’d like us to convert your templates to responsive design templates, contact us today!
We recently received some pretty exciting news. Informz has landed on the Inc. 5000 list of fastest-growing private companies in America! We made the list because of a 63% increase in growth over the past three years.
“We are honored to receive such a noteworthy distinction,” said Joe Tyler, CEO of Informz. “I can directly attribute our growth to my incredibly talented team. They are dedicated to delivering an unmatched customer service experience and innovative technology solutions that combined deliver extraordinary results to our clients.”
Informz is thrilled to join the ranks of other notable companies such as Intuit, Zappos, Microsoft, and Oracle who have earned the Inc. 5000 accolade. To view the complete list of companies awarded this honor, click here.
The Informz Team
A/B split testing is one of the easiest ways to learn more about how your audience behaves and what kind of subject lines, copy, and other key parts of an email encourage subscribers to take action. The goal of a test isn’t necessarily to get a lift in conversions, but to learn something about your audience to help you improve future campaigns. Make testing a consistent habit and you’ll have a valuable set of data to reference when making decisions.
A/B split testing is the act of randomly splitting your list into two groups (A and B) and deliver slightly different messages (based on whatever you’re testing) to determine which method is more effective. Here are a few guidelines for what to test, how to test, and what to do next.
Think about what it is that you want to learn from a test. If you’re interested in increasing open rates, test subject lines to see what kind of language resonates with subscribers. If you’re testing calls to action, test an all-text link versus a button. Our clients typically start out with testing:
Once you’ve decided what you want to learn, choose one variable per test. Otherwise, how will you know what exactly it was that drove results? Do not test subject lines, send day and time, and from address all in one email; stick to one item per test.
Your success metric will likely be determined by your variable. Are you measuring opens, clicks, conversions, registrations, etc.? Determine this in advance.
Examine results and determine what version worked best. Which version had the highest opens or clicks, based on the success metric? Make a note of the winner and analyze why that might have happened. Use the results to shape your next test!
Looking for more testing inspiration? Check out this webinar, Test for Success, to hear other tests Informz clients have conducted.
This month’s data spotlight looks at the affect of list size on open and click rates.
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At first glance, it’s quite clear that the smaller a mailing list is, the higher the open and click rates are. Emails sent to the smallest group examined — less than 50 subscribers — had the highest open rates at 58.89% and click rates at 26.10%.
Emails sent to smaller groups have higher engagement rates because they tend to be more targeted and relevant. If you are in the habit of sending one message to a large group, whether it be your entire membership, all donors, or everyone on your list, the chances of that content resonating with every single person on your large list is pretty small. This “batch and blast” approach is one we’ve tried to steer email marketers away from over the past few years. It’s just not effective.
If your recipient list is too large to break down into target groups of less than 50 people, that’s okay. You can still achieve relevancy in the inbox! Try using dynamic segmentation, a tool that’s done wonders for the Healthcare Businesswomen’s Association’s email creation process, to target different sections of your messages to different segments of your audience. Personalizing emails, send time optimization, and targeted subject lines can also help create relevant email messages.
For more association email marketing benchmark numbers, download the 2014 Association Email Marketing Benchmark Report or check out other data we’ve highlighted so far this year:
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