I’m excited to be speaking at Bronto Summit 2017 on the do’s and don’ts of email marketing and how to set your email program up for success. I hope you’ll join me there to really dive deep into these best practices, but here’s a little taste of what I’ll share at the event.

The Keys to Split Testing Success

Split testing is an important part of any successful marketing strategy but only if you do it the right way. Here are a few tips for how to do just that. Keep it simple. To get your feet wet, don’t over-complicate your testing plan. Start with something you can quickly test, such as the subject line or call to action button. Starting simple allows you to build up your confidence and allows for more advanced testing down the road. Test other channels. It’s important to test every email that you send so you can gather results and draw conclusions much faster; however, you should also test beyond your email channel. Consider testing your blog, your social media outlets and your search engine. The key: Be sure to use the appropriate metrics for each channel. Otherwise, the sky is the limit! Don’t give up if you’re not seeing results. This may seem like an obvious recommendation, but I can’t tell you how many clients quickly want to throw in the towel if they don’t see significant results. Resist the urge! There’s always something to learn from your tests even if you don’t see a dramatic difference.  Perhaps the placement of your call to action didn’t really affect the click-through rate. Now you know, and you can go another way by testing the color or the copy.

A Few Campaign Superstars

In addition to testing strategies, we’ll also take a closer look at some of the latest and greatest email marketing campaigns, how they engage their audience and why they’re just plain awesome. Here’s a sneak peek at some of my favorites! During the month of March, philosophy is celebrating its 21st birthday. I know what you are thinking. It’s pretty common to send an email celebrating your company’s birthday. But instead of sending out a promo code to encourage you to shop, philosophy chose to highlight its employees and some of their favorite products. What a clever way to connect with your customers without being pushy! Here are two of the emails I’ve received so far that piqued my interest. Don’t miss the relevant emoji in the subject line. Emojis are a great way to stand out in the inbox. philosophy examples Using animated video is another cool way to make your emails stand out. With the new iOS 10 release, the video you embed in your email will display across all Apple devices using iOS 10. Giving subscribers the ability to play a video right in the email can really add that “wow” factor and simplify the user experience. It also increases the likelihood that they’ll actually watch your video. In the example below, Tarte Cosmetics displays a play button on the main image. When you click on it, your browser opens and plays the video. While this creative option can definitely be effective, just imagine the enhanced user experience and its effect on engagement if the subscriber could play the video directly in the email!

Tarte example

As this iOS 10 feature was recently released, many brands have not yet considered this strategy. But why not jump in and get ahead of the game now?