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Customer Profile Analysis: Methods and Hacks to Boost Your Sales Process

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An ideal customer profile (ICP) is essentially a hypothetical narrative of the type of companies that would get the most value from your product(s). These companies tend to have the fastest sales cycle, the greatest customer retention rates, and the highest number of evangelists for your business.

Such a hypothetical description of a perfect-fit customer can inform your entire marketing and sales process, helping you allocate your resources to those prospects who will benefit the most from your offerings and, in turn, provide the most value to your company.

Read this article to find out how customer profile analysis can help your sales process.

Sources of Customer Data for Your Customer Profile Analysis

Understanding your customers is critical to succeeding with your sales targets. How will you better cater your products and services to them without properly knowing their individual profiles?

To create an ICP that fits your business, having the right data is key. The question is, where can you gather this important information? Here are five great sources to capture customer data for your customer profile analysis.

1. Existing Customers

While not every customer is an ideal one, your existing customer base is the best place to source data.

So, survey your existing customers to discover which of them:

  • Drive the most value for your business
  • Get the most value from your business
  • Are happiest with your product(s)

These are your top customers. And to do this, you need to consider:

Customer satisfaction metrics, including Net Promoter Score (NPS), Customer Satisfaction (CSAT), or Customer Effort Score (CES)

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When you know all these numbers for your existing customers, you can pinpoint your top customers. Along with this data, from your CRM, export key customer data points like company size, budget, challenges, etc., to a Google spreadsheet for later analysis.

Schedule interviews and create surveys to get insights from customers about why they chose your product, who were the key stakeholders in the purchase process, what competitors they were considering, and what convinced them to go with you.

Oh, and in your customer surveys, use multiple-choice questions to get consistent responses from your customers and simplify their effort. This also makes it easier to analyze this data in your spreadsheet later on. Using a survey builder would do the trick, or an email marketing software that allows you to send surveys, like Benchmark Email. 

2. Potential Customers

If your company is relatively new and doesn’t yet have a sufficient customer base, then you’ll need to find potential customers to interview and survey. These are your ideal target customers or possibly not-so-happy customers of your top competitors.

To find these, go social — dig into Facebook groups, Slack channels, subreddits, LinkedIn groups, Twitter topics, etc. Creating a persona to understand your potential customers is also important.

And once you find your potential customers, it’s the same deal — conduct interviews and share surveys. The difference is that with potential customers, you may need to offer an incentive, such as a free extended subscription of your product upon launch or an Amazon gift card in exchange for their help.

3. Analysis Tools

Qualitative interview questions and surveys are a must, but you can’t gain a complete picture without knowing what people are doing on your website and inside your product.

Use tools like Google Analytics to see how prospects engage with your website and content. On which page do they usually arrive first? How do they land on the pricing page? Which landing pages do they visit and stay on the most? From which pages do they typically exit?

Plus, if you’re using Google Ads, you can get in-depth demographic visitor info like age, gender, location, etc. Also, evaluate how customers use your product — which features are used more, which features are going unused, how they interact with menu items, and so on.

And be sure to segment website visitors and users who actually pay for your product. Otherwise, you could be looking at and optimizing for the non-paying majority. For instance, Google Analytics might tell you that over 70% of your visitors come from Asia, but if only 10% of your paying customers are in Asia, then it doesn’t make sense to optimize for that segment.

4. Sales Calls

Your sales team can have unique insights about your ideal customer considering all the countless conversations they’re having with prospects each day.

By asking the right discovery questions during sales calls, your reps can better learn the company they’re selling to, their processes, the people involved in decision-making, and the key challenges that need solving.

5. Competitor Analysis

Never underestimate the value of analyzing your competitors. From their website structure and messaging to who they are targeting on social media, there’s a potential goldmine of useful customer profile data you can dig out with competitor analysis. Check out this great list of competitor analysis tools to analyze various aspects of your competition’s strategy, from their ads strategy to content and email marketing.

And if you’re in eCommerce and using a platform like Shopify, then competitor price tracking is also crucial.

Combine all these sources of customer data, and you should now have enough data to start shaping your ideal customer profile into a Google spreadsheet.

Data Interpretation Strategies

Got all the relevant data you need? Great — now comes the hard part!

With a sizable spreadsheet laid out on your screen, can you make any real sense of your customer data?

Here are three tricks to better understand and analyze your customer profile data in Google Sheets.

1. Create Charts In Google Sheets

Visuals tend to be favored over plain text, which means data visualization and analysis are done best with colorful charts.

Let’s say you’ve gathered data on the primary pain point your prospects are hoping to solve with your product — so, which problem is the most prevalent?

In your sheet, highlight the row you want to analyze. Then from the Spreadsheets toolbar, click Insert > Chart.

Google Sheets creates a quick chart that you can easily customize to see the data points you highlighted, enabling a visual view of the most prevalent customer pain point.

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2. Use the ‘Explore’ Tool

Google allows a way to analyze business data in Sheets using machine learning. Rather than using elaborate formulas to crunch your numbers, you can use the ‘Explore’ tool to ask questions and quickly gain insights.

Begin by highlighting the rows and columns you want to analyze. Then, ask your question.

For instance, you could ask “Most frequent competitor considered,” and Google Sheets will give you an answer based on the data in your sheet.

You can also dive deeper and compare multiple data points. For example, you could ask “Most frequent competitors considered when company size is 100+.” Easy as pie.

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3. Create Pivot Tables

A pivot table is a nifty way to summarize data and derive meaningful patterns between various data points. For example, you can create a pivot table to see the total of each region’s sales. Then, get a breakdown of your salespeople’s individual sales for specific regions.

Start by selecting the columns with the data that you wish to analyze. Ensure your data is in columns with headers, then select Insert > Pivot table. This way, you can create a new sheet where you’ll need to add values into your rows and columns based on the data you want to see.

Once you have the data in, you can change how it’s sorted or filter it to drill down to specifics. You can also have custom calculations and data groups to better analyze the data in your table.

Strategies for Your Sales Team to Integrate Customer Profile Analysis

Data? Check. Analysis? Check.

Time to leverage what you learned to level up your sales process. Here are eight great ways to do just that.

1. Build Sales-Specific ICPs

An ICP is useful for all teams, specifically sales.

To have your sales team makes the most of ICPs, make sure:

  • To capture the right customer data and show reps what to do with prospects that fit a specific profile. Include info such as a short elevator pitch meant for each profile, along with data on the typical purchase process for this type of customer. This helps reps to adapt their pitch to fit the needs of this customer.
  • All customer profiles are handy to all reps, say in a shared Google Drive folder or a project management tool, as opposed to being buried in a Slack channel’s chasm or a long email thread. This helps reps to easily refer to the profiles as they craft pitches, proposals, emails, sales decks, etc.

2. Segment Leads by Profiles

Help your sales reps get a head start when touching base with new leads by segmenting those leads.

Typically, marketing qualified leads (MQLs) have already been through some segmentation based on how they entered the sales pipeline — such as by filling out a website form, getting on a call, LinkedIn InMail, etc.

But when you further segment your leads by profiles, your sales team will have a clearer view of who they’re talking to, what are the primary goals and concerns of these leads, and how best to convince them to do business with you. So, in your CRM, segment leads based on ICP data points like size of the company, industry vertical, initial mode of contact, and so on.

3. Build Targeted Emails for Different Profiles

Using email templates is an excellent way to improve your sales team’s efficiency. But why not kick it up a notch by creating templates tailored to each ICP?

After all, how your salespeople sell to each customer profile is different — with different feature priorities, budget, etc. By creating targeted email templates for different profiles, your sales team is laser-focused on the people they’re selling to.

Your CRM data can also help improve your email marketing efforts as it could help better connect the dots between your marketing messaging and customer pain points. Benchmark Email integrates well with various customer management apps.

4. Create Personalized Pipelines for Each Profile

Just like creating targeted email templates, you can also benefit from personalized sales pipelines for different ICPs to match the path your customers take to convert.

Your sales reps are dealing with very different buyer journeys, especially if your business serves both SMBs and enterprises.

For instance, an SMB may have a shorter sales cycle with fewer internal approvals, meetings, and demos. Whereas for larger enterprise profiles, it may take a myriad of meetings with several stakeholders, approvals from different departments, and elaborate demos.

Your customer profile analysis lets your team adapt their sales process to the steps that customers tend to take to convert, and if you have personalized pipelines ready, your reps get a clearer picture of what’s needed to close deals.

5. Regularly Update and Reassess the Profiles

For your customer profile analysis to remain truly effective, you must keep it up-to-date. That’s how your sales team will always be in accord with the needs and motivations of your customers.

Here’s a sample schedule you can follow to keep your analysis on point:

  • Every Three Months: Evaluate the results of any new strategies you implement. Are your revised email templates earning better click-through rates? Has the conversion rate improved in any sales pipeline?
  • Every Six Months: Interview customers who are seeing success thanks to your business, and add their data or feedback to your CRM. Remove data of customers who don’t or no longer fit the criteria of a successful customer.
  • Every Twelve Months: Take the time to talk with your top customers to learn exactly how they’re using your product, their current ROI, and how you can serve them even better. Reanalyze your data with new charts and pivot tables to derive important insights. Also, update your ICPs, templates, and pipelines if you see substantial changes in the data.

6. Generate and Apply Data Insights from Analytics

Specifically, your website analytics. From reading through a blog post to clicking on a CTA, every on-site action a prospect takes can offer valuable insight into customer behavior.

With tools like Google Analytics, you have easy access to key metrics such as time on page, bounce rate, goals completion, and so on. And with tools like Hotjar, you can further analyze user behavior with heatmaps and screen recordings. This can help you interpret what your audience finds more engaging and how you can create a more effective website experience and product positioning.

For example, if prospects are having trouble navigating certain sales pages, work on the interface to create more intuitive navigation. If there’s a page prospects spend more time on or engage with more, analyze that page’s content to see what’s keeping people interested.

7. Create Better Sales Forecasts and Plan Your Future

A sales forecast is an in-depth estimate that predicts what a salesperson or team will sell weekly, monthly, quarterly, or annually.

The more accurate your sales forecasts are, the better you can plan your growth activities.

Looking at past behavioral data can tell you which features customers have found most valuable over time and which features are worth either revising or letting go of. Similarly, reviewing your most popular website pages can also inform your content strategy, helping you focus on topics and formats that best serve your audience’s challenges and drive the most engagement.

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Furthermore, staying updated with market trends helps you understand what other companies in your niche are doing well and where they’re lacking, so you can plan for new features that capitalize on those areas.

And with new trends like remote work, you should also use your data to better train your remote sales teams and prepare them for whatever challenges lie ahead.

After all, the better you understand your market trends, the better product-market fit you’ll have.

8. Better Predict the Customer Journey

The best way to understand each of your customer profile’s buying behavior is to map their journey.

Customer journey mapping is a tactic that involves creating a detailed, visual representation of the customer journey based on important touchpoints between a customer and your company before, during, and after purchase.

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As you can see in the image above, you can use NPS, CSAT, and CES surveys to capture first-hand customer feedback to include within your customer journey map and analyze the journey-wide customer experience.

Consider Uber. Minor touchpoints include activities like following the brand on Twitter. Major touch points include activities like downloading the app, requesting a ride, or using the referral program. Once touchpoints are defined, marketers at Uber may analyze what factors affect each touchpoint.

Questions like what influenced a user to download the app, what led a user to register to become an Uber driver, what led to an uninstall, and so on can help pinpoint successful and failed touchpoints and build a plan to improve the customer journey.

You can also build email drip campaigns meant to re-engage customers based on certain milestones, such as weeks or months of inactivity.

Time to Sell Better

At the end of the day, all that customer data and analysis is only as good as its application. Use the strategies outlined above to help your sales team take full advantage of your customer profile analysis and keep your team focused not just on metrics but on the needs and motives of your customers.

When your sales process is people-first, more sales are bound to follow.

Author Bio

unnamedMark Quadros is a SaaS content marketer that helps brands create and distribute rad content.  On a similar note, Mark loves content and contributes to several authoritative blogs like HubSpot, CoSchedule, Foundr, etc. Connect with him via LinkedIn or Twitter.

Seen at: Benchmarkemail.com

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Unveiling the Future of Email Marketing: 4 Trends to Revolutionize Engagement

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Unveiling the Future of Email Marketing: 4 Trends to Revolutionize Engagement

In today’s fast-paced digital landscape, the efficacy of email marketing hinges not only on the delivery of messages but also on their ability to resonate with audiences and drive meaningful interactions. Gone are the days of generic blasts; instead, companies are increasingly turning to innovative strategies to captivate their subscribers. Here, we delve into four emerging trends poised to redefine the realm of email marketing, promising to elevate engagement and drive conversions.

1. User-Generated Content (UGC) Takes Center Stage

User-generated content (UGC) emerges as a potent tool in the arsenal of email marketers, facilitating authentic connections with audiences while amplifying brand visibility. From customer reviews to social media posts, UGC offers a dynamic and relatable portrayal of products and services, resonating with consumers in the era of “new sincerity.”

By harnessing UGC within newsletters, brands gain invaluable insights into consumer preferences and behaviors, fostering trust and credibility. Strategies such as incentivized contests or social media challenges empower users to contribute content willingly, fueling a steady stream of authentic engagement.

2. Augmented and Virtual Realities (AR/VR) Transform Experiences

Augmented reality (AR) and virtual reality (VR) technologies emerge as game-changers in the realm of email marketing, offering immersive experiences that captivate and compel audiences. While VR may require substantial investments and specialized equipment, AR presents a more accessible avenue for brands to showcase products and drive engagement.

From interactive product demonstrations to virtual try-on experiences, AR/VR initiatives promise to revolutionize email campaigns, offering users a glimpse into a digitally enhanced world. While technical constraints may limit current implementations, ongoing advancements herald a future where AR/VR seamlessly integrate into email communication, enriching brand experiences.

3. Omnichannel Integration Enhances Connectivity

The advent of omnichannel marketing heralds a new era of seamless connectivity, enabling brands to orchestrate cohesive experiences across diverse touchpoints. By unifying customer interactions across websites, offline stores, and email communications, businesses cultivate deeper insights and deliver personalized content tailored to individual preferences.

Omnichannel integration not only streamlines the customer journey but also fosters brand loyalty by offering consistent and personalized experiences. Whether browsing online, engaging in-store, or interacting via email, customers encounter a unified brand identity, enhancing engagement and driving conversions.

4. Hyper-Segmentation and Personalization Drive Relevance

In an age defined by personalized experiences, hyper-segmentation emerges as a cornerstone of effective email marketing strategies. By dissecting audiences into granular segments based on demographics, behaviors, and preferences, brands can deliver tailored content that resonates on a profound level.

Utilizing advanced email marketing platforms, businesses can leverage hyper-segmentation to craft personalized campaigns that speak directly to individual interests and needs. From dynamic product recommendations to targeted promotions, personalized emails foster a sense of relevance and exclusivity, driving engagement and fostering long-term customer relationships.

In conclusion, the future of email marketing lies in innovation and adaptation, with brands leveraging cutting-edge technologies and strategic approaches to engage audiences effectively. By embracing trends such as user-generated content, augmented reality, omnichannel integration, and hyper-segmentation, businesses can unlock new realms of engagement, driving meaningful interactions and fostering brand loyalty in an ever-evolving digital landscape.

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Top Email Marketing Strategies To Use For Q4

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As we approach the Q4 period, it’s never too early to start preparing for your Black Friday and Cyber Monday email marketing strategy. Once Black Friday week hits, our inboxes are filled with a hurricane of brands fighting for attention, each with the ‘biggest’ and the ‘best’ offers you won’t get anywhere else. 

To set your brand apart from the competition, it’s crucial to plan ahead. Over 60% of brands send out multiple emails over the course of the Black Friday/ Cyber Monday weekend, and it’s a perfect time to up your brand awareness ahead of the Christmas shopping season. 

If you’re not sure where to start with Q4 planning or need some last-minute tips to enhance your strategy, we’ve outlined some top email marketing strategies to incorporate into your plans!

1. Send Pre-Black Friday Emails

Sending pre-Black Friday emails is great for keeping your brand at the forefront of people’s minds ahead of the big day. Not only will a pre-Black Friday email let your audience know about your upcoming event, but it will also ensure that your audience is regularly checking in on your brand throughout the Q4 period.

Additionally, sending pre-Black Friday emails is beneficial for A/B testing. Sending out different formats of emails with minor tweaks, such as the CTAs or subject lines, can help you determine what your audience is more likely to engage with so you can then tailor your Black Friday strategy accordingly.

2. Run a Lead Gen

It might seem like a given, but ahead of Black Friday, it’s beneficial to give your email list a much-needed boost. A simple but effective way to do this is to run a lead-generation advertising campaign. For example, offering your audience the chance to win a prize in return for submitting details, such as their email address, is a quick and easy way to increase your list size. Similarly, refreshing your pop-up on-site with an irresistible offer will also contribute to gaining new profiles.

3. Offer Something Unexpected

Email marketers only have 3 seconds to capture the attention of their readers, which isn’t surprising due to the amount of emails the average person will receive daily. If an email isn’t driving you to click on it, it swiftly gets forgotten about and lost within their inbox. Over Black Friday, to avoid this happening, make sure you’re offering something unexpected, whether that’s a mystery discount or a gift with each purchase!

One of the worst things you can do over Black Friday is to overcomplicate your promotions. If you’re offering multiple promotions and codes, things can get a bit too hectic. To make it as simple as possible, consider running a standard “up to” percentage amount. If you want to include a code, it helps to have this auto-applied at checkout to avoid customers dropping off if they input it incorrectly. In the design of your email, make sure the promotion is clearly highlighted within the design so it can’t be missed, and also referenced in the body copy and subject lines too!

5. Create An Effective Design 

Creating an effective design is one thing, but how do you know what works? To improve your email campaigns, consider running an A/B test to pinpoint which elements of your design are improving the CTR and which are hindering it.

Highlighting metrics such as colour, font size, and CTAs can instantly impact whether people will click through or discard! If a consumer clicks on your email, you’ll have, on average, 11 seconds to keep their attention, so making sure your design stands out for the wave of other Black Friday content is key! Keep the design of your email reflective of your branding but with stand-out elements specifically for the shopping season.

6. Make Use Of CTAs

CTAs (call-to-action) are one of the most underrated parts of any email campaign, especially over the Black Friday period. They’re one of the driving forces behind making your email recipients turn into passive readers to customers. One key way to make your CTAs stand out is to make use of bright and bold colours that will attract and hold attention. Additionally, it’s important to think about the placement of your CTAs to increase your click-through rate, make sure the copy used is clear and concise (between two and five words) and use actionable language.

7. Focus On Subject Lines

Subject lines are make or break for every email campaign. Over Black Friday, consumers’ inboxes are cluttered with emails, so it’s important to stand out. It’s estimated that on Black Friday, 116.5 million emails from brands were sent out (more than any other day), and Black Friday sees the highest number of emails opened and clicked. To prevent your emails from being lost in the void, having a cracking subject line to stand out from competitors is everything.

The secret to a great subject line is to keep it short and snappy. On average, subject lines with 50 characters or less tend to get an average of 12% higher open rates and 75% higher click-through rates. Including emojis within subject lines has been seen to increase click-through-rates by as much as 28%!

Additionally, it helps to use language that will really pique your audience’s interest, stay away from any overused cliches and keep them as attention-grabbing as possible.

8. Prep for Cyber Monday

To plan an effective Black Friday, it’s crucial to prepare for Cyber events too. With Cyber following straight after, it’s easy to forget about it or not prioritise it as much as Black Friday, however, it’s still an extremely profitable day! To make the most of it, create dedicated campaigns and tailor your online sales messaging so that it focuses on driving urgency. 

9. Incorporate SMS into Your Strategy

Sometimes the importance of SMS can be overlooked because a lot of brands assume that text messages won’t fit in with their brand. However, it’s a no-brainer for reaching even more customers. On average, 82% of people engage with marketing content on their smartphones, so it’s something to definitely explore, especially over the busy shopping period.

To gain SMS sign-ups, you can effectively tie your SMS campaign in with your lead generation and ask for customers to fill out their phone number as well as their email address. That way, they’ll be opted into your send list. It can also be used to send reminders when sales have launched or when offers are coming to a close.

Despite having only 160 characters to work with, SMS campaigns are longer than recommended email subject lines, so it can be just as, if not more effective than email marketing campaigns.

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Mastering Email A/B Testing for Mobile Apps: The Ultimate Guide

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Welcome to the world of email A/B testing for mobile apps!

Here at Favoured, we’re all about delivering the best results for our clients, and that includes mastering the art of email marketing. In this guide, we’ll take you through the essentials of A/B testing your email campaigns to achieve maximum success for your mobile app.

What Is Email A/B Testing?

Email A/B testing, also known as split testing, is a method used to compare two or more variations of an email campaign to determine which one performs better. The goal is to identify the version that resonates most with your target audience, ultimately leading to higher open rates, click-through rates, and overall engagement.

In the context of mobile apps, email A/B testing can be particularly valuable, as it helps you fine-tune your marketing messages to drive user acquisition, engagement, and retention.

Benefits Of Email A/B Testing

There are numerous advantages to incorporating A/B testing into your email marketing strategy for mobile apps. Some of the key benefits include:

  • Improved open rates: By testing different subject lines, you can identify which ones capture your audience’s attention and entice them to open your emails.
  • Increased click-through rates: Experimenting with various email elements, such as CTAs and layout, can help you determine the most effective ways to encourage recipients to take action.
  • Enhanced engagement: A/B testing allows you to create more relevant and engaging content for your target audience, resulting in higher conversion rates and stronger user relationships.
  • Data-driven decision making: With A/B testing, you can make informed decisions based on actual user behaviour, rather than relying on assumptions or gut feelings.

Key Metrics To Track

When conducting email A/B tests, it’s essential to track specific metrics to gauge the success of your campaigns. Some of the most critical metrics to monitor include:

  • Open rate: The percentage of recipients who open your email. This metric can help you evaluate the effectiveness of your subject lines.
  • Click-through rate (CTR): The percentage of recipients who click on a link within your email. A high CTR can indicate that your email content is engaging and relevant.
  • Conversion rate: The percentage of recipients who take the desired action after clicking a link in your email, such as downloading your app, making a purchase, or signing up for a newsletter.
  • Unsubscribe rate: The percentage of recipients who opt out of receiving future emails from you. A high unsubscribe rate may suggest that your email content is not resonating with your audience.

Understanding the basics of email A/B testing is the first step towards optimising your mobile app marketing campaigns. By grasping the concept, benefits, and key metrics of A/B testing, you’ll be well-equipped to make data-driven decisions that drive real results for your mobile app.

Setting Up Your Test 

Defining Your Goal

Before you start setting up your A/B test, it’s crucial to determine the primary objective of your test. Having a clear goal will help you focus your efforts and make data-driven decisions based on the results. Your goal should align with your overall mobile app marketing strategy and be specific, measurable, attainable, relevant, and time-bound (SMART). Examples of goals for email A/B tests include:

  • Increasing the open rate by 10% within 30 days
  • Boosting the click-through rate by 15% within 60 days
  • Reducing the unsubscribe rate by 5% within 45 days

Selecting Variables To Test

Once you’ve set your goal, it’s time to choose the variables to test in your email campaign. The variables you select should have a direct impact on your goal and be something you can measure. Here are some common email elements to consider testing:

  • Subject lines: Test different wording, phrasing, or personalisation techniques to capture your audience’s attention.
  • Email content: Experiment with different content styles, lengths, or structures to see what resonates with your recipients.
  • Call-to-action (CTA): Try various CTA placements, wording, or button designs to encourage users to take the desired action.
  • Images and visuals: Test different images, colours, or visual layouts to determine which one drives higher engagement.
  • Personalisation: Compare personalised content, such as using the recipient’s name, to generic content to assess its impact on your metrics.

Creating Variations

Now that you’ve chosen your variables, it’s time to create the variations for your email campaigns. Keep the following tips in mind when crafting your variations:

  • Limit the number of variations: While it may be tempting to test multiple variations, it’s best to limit yourself to two or three, so you don’t dilute your results or prolong the testing process.
  • Make distinct changes: Ensure the variations are different enough to provide meaningful insights. For instance, if testing subject lines, one could be a question, while the other could be a statement.
  • Keep other elements consistent: To ensure accurate results, only change the variable you’re testing and keep all other elements the same across variations.
  • Consider your audience: When creating variations, take into account your target audience’s preferences and behaviours to craft relevant and engaging content.

Setting up an A/B test for your mobile app’s email campaigns is an essential step towards optimising your marketing efforts. By defining your goal, selecting the right variables to test, and creating effective variations, you’ll be well on your way to enhancing your app’s performance and building stronger relationships with your users.

Implementing & Analysing Your Test

Test Duration & Sample Size

Determining the optimal test duration and sample size is crucial for obtaining accurate and reliable results. Here are some factors to consider when deciding on these parameters:

  • Test duration: The length of your test should be long enough to gather sufficient data, but not so long that it delays your marketing efforts. Generally, a test duration of 7 to 14 days is recommended for most email A/B tests.
  • Sample size: Your sample size should be large enough to provide statistically significant results. Use an A/B test sample size calculator to determine the appropriate size based on your desired confidence level and the expected difference between variations.

Keep in mind that these recommendations may vary depending on your specific circumstances, such as the size of your email list or the frequency of your email campaigns.

Launching Your Test

Once you’ve determined the test duration and sample size, it’s time to launch your A/B test. Follow these steps to ensure a smooth test launch:

  • Segment your email list: Divide your email list into random, equal-sized groups to ensure a fair comparison between variations.
  • Send your variations: Schedule your email campaign to send the different variations to the corresponding segments of your email list.
  • Monitor the progress: Keep an eye on the key metrics, such as open rates, click-through rates, and conversion rates, throughout the test duration to ensure everything is running smoothly.

Analysing Results & Drawing Conclusions

After your test has concluded, it’s essential to analyse the data, draw conclusions, and apply your findings to future email campaigns. Here’s how to go about it:

  • Review the data: Examine the key metrics for each variation and compare them to determine which one performed better.
  • Check for statistical significance: Use an A/B test calculator to ensure the differences between the variations are statistically significant, indicating that the results are not due to random chance.
  • Draw conclusions: Based on the data, determine what you’ve learned from the test and how it can inform your future email marketing efforts. For instance, if a specific subject line format led to higher open rates, consider using a similar approach in future campaigns.
  • Apply your findings: Incorporate your learnings into your email marketing strategy to continually optimise your campaigns and drive better results for your mobile app.

Implementing and analysing your email A/B tests is a critical step towards optimising your mobile app marketing campaigns. By determining the appropriate test duration and sample size, launching your test, and analysing the results, you’ll be able to make data-driven decisions that enhance your app’s performance and foster stronger relationships with your users.

Best Practices

Consistent Testing

To achieve long-term success in email marketing for mobile apps, it’s crucial to make A/B testing a consistent part of your strategy. Regular testing allows you to:

  • Continuously optimise your campaigns: Stay ahead of the curve by continually refining your email campaigns based on data-driven insights.
  • Adapt to changing trends: Keep your email marketing efforts relevant and up-to-date by adapting to evolving user preferences, industry trends, and market dynamics.
  • Validate new ideas: Use A/B testing to validate new marketing concepts or tactics before fully implementing them in your campaigns.

Avoiding Common Pitfalls

As with any marketing endeavour, there are potential pitfalls to watch out for when conducting email A/B tests. Here are some common mistakes and how to avoid them:

  • Testing too many variables at once: Focus on testing one variable at a time to ensure accurate results and avoid confusion when analysing the data.
  • Ignoring statistical significance: Make sure your test results are statistically significant to avoid drawing conclusions based on random chance or insufficient data.
  • Focusing solely on short-term gains: While it’s essential to optimise for immediate results, also consider the long-term impact of your email marketing strategy on user retention and lifetime value.

Utilising Automation & Growth Hacking Strategies

Leveraging automation and growth hacking techniques can help streamline your email A/B testing efforts and drive even better results for your mobile app. Consider the following strategies:

  • Email automation: Use email marketing automation tools to schedule and send your A/B tests, track key metrics, and segment your email list efficiently.
  • Dynamic content: Implement dynamic content in your email campaigns to personalise messages based on user behaviour, preferences, or demographics, and A/B test the effectiveness of various personalisation techniques.
  • Multivariate testing: Once you’re comfortable with A/B testing, consider using multivariate testing to assess the impact of multiple variables simultaneously and identify the best combination of elements for your campaigns.

Mastering email A/B testing for your mobile app is an ongoing process that requires consistent effort, learning, and adaptation. By following best practices, avoiding common pitfalls, and utilising automation and growth hacking strategies, you’ll be well on your way to achieving long-term success in your email marketing campaigns.

As a data-driven full-funnel marketing agency, Favoured believes in the power of optimising every aspect of the customer journey, and that includes email marketing.

We’re dedicated to helping businesses drive real results, and A/B testing plays a crucial role in this process. Reach out if you want to supercharge your email campaigns with us. Happy testing!

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