Optimizing the email for best performance
When it comes to email marketing, there are only a handful of techniques that can be used to optimize the performance of an email:
- Improving/testing the subject line, click rate, and click-through rate
- Simplifying the content
- Creating more targeted content for specific audiences
- Personalizing the content
- Improving/testing sending times
In HubSpot, you have the ability to do all of these optimizations using the tools explained in the following sub-sections.
A/B testing
The A/B testing tool allows you to test the open rate, click rate, and click-through rate of your emails over a specific period of time. To run an A/B test, go to the email, and from the upper-left corner, click on the Run a Test button:
Figure 10.31 – Running an A/B test
Clicking on this button reveals a pop-up box that prompts you to first choose another subject line that will be used for the second version...
