Email marketing is an effective way to generate business for your company. Email allows you to reach a large number of potential customers at once, including both new and old customers alike. Generating a large mailing list is important for the continued success of your business, but once you have a customer list, how do you improve the effectiveness of your email marketing?
AB testing is one way to improve the click-through rate of your marketing emails and generate more positive responses. Through AB testing, you can refine your email design based on statistical analysis. At Bizcor, we have used AB testing to single out more effective email designs and boost click-through rates for our clients.
How AB Testing Works
AB testing works by making a small change to a single variable—in this case a design choice in one of our marketing emails—and then observing the results across a large sample size. For example, we can send out an email with differences in the subject line, but no changes to the content. Some recipients will see a long subject line, some see a short subject line, and some see a long subject line that includes an emoji. Based on the total percentage of recipients who open and click-through the email to reach the client’s website for each style of subject line, we can determine which method is the most effective.
Recent Results of AB Testing
In the subject line length AB test discussed above, we found that although slightly less emails with a long subject line containing an emoji were opened, with 1.2% more opened with just a long subject, and 3% more with a short subject, interestingly, .3% more emails with a long subject line and emoji received click-throughs over short subject emails. Some of our other AB test results can be seen below:
Email Marketing with Bizcor
If you have any questions regarding AB testing, our findings, or email marketing in general, or if you have any ideas for future AB testing models, feel free to contact us at Bizcor. AB testing is just one method we use to help our clients improve their marketing strategies. We are proud to deliver creative marketing solutions to many clients around the country.
Using Email Marketing To Increase Bookings
In the digital age, email has fast become one of the most important forms of communication. Used for everything from quick chats between friends and family to professional business interactions, email helps keep individuals across the globe connected. Email also helps businesses reach potential customers; in fact, email marketing is one of the best ways for vacation rental companies to drive up their booking rates—by convincing guests on the fence to vacation in your properties! How, then, do we properly utilize email marketing?
Emailing specials to potential guests is a great way to convince them to book a stay in one of your properties. A great deal often gives someone the final motivation they need to commit to a purchase; after all, if they don’t act now, the price will be higher if they decide to book at a later date.
Another great use of email marketing is to highlight specific properties in your portfolio—whether they are new additions, past guests’ favorites, or great homes that just deserve to be in the spotlight. Email marketing provides a convenient way to show guests the luxurious type of property they can enjoy if they book a stay with your company. Many people will be reassured by seeing a property before their stay, so make sure to include as many details and pictures as possible!
Remind Guests Why Vacations Are Fun in the First Place
Vacation properties are only possible because the activities and attractions in the surrounding area draw visitors. Remind guests why your area is a prime vacation destination! Hiking, biking, beach fun, skiing—whatever your location has to offer, show guests that your homes are close to the action.
Email marketing can do all of these things and more! Making use of email to reach out to old guests is one of the easiest ways of gaining a repeat customer, and acquiring new potential business is as easy as someone entering their email address. Start building your guest email list today!