Tags: spotlight

Feature Spotlight: Inbox Checker

Feature Spotlight: Inbox Checker

Beyond • January 12, 2015

If you grew up around the time that I did, you’ll recall those Miss Cleo infomercials. Call this 800 number and have your fortune told. I was too young to have a credit card, so I’m heading into my future blind. Not with everything, though. No. Benchmark Email has provided me and anyone using our tools with a bit of a crystal ball of our own. Inbox Checker lets you see how your email campaigns will appear on any device and/or inbox client. If you’re the one in charge of email marketing for your company, you’ve probably gone desk to desk, asking coworkers to see how your latest email campaign looks on their various devices. It’s exhausting. Thanks to Inbox Checker it’s also unnecessary. Included in every Benchmark account, for free, is Gmail (Explorer) and Outlook 2003. They’re both frequently used inbox clients. You can test for Email Clients and Spam Filters. Plus, for $14 you can add 100 tests to run the gamut of inbox clients and devices. With new gadgets and gizmos coming out every day it’s important to stay on the forefront. The time you’ll save while opening all those test emails on various browsers, devices ... is worth the cost of the additional tests alone. The Inbox Checker may not have the memorable infomercials that Miss Cleo did, but its powers are far more real. However, if you’re using our Email Designer it shouldn’t even matter. That’s because our Email Designer creates responsive emails ready for any device and inbox client. The Inbox Checker is still there ... for those of you prone to being an email marketing perfectionist (or just neurotic like me).


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Feature Spotlight: A/B Testing

Feature Spotlight: A/B Testing

Beyond • December 1, 2014

I’m sure you’ve all been here before. When crafting subject lines for an upcoming email campaign, you came up with a few gems. Which one will get more opens? I know I’ve played that guessing game more than once. Well, we’re gave you a crystal ball to see into the future. With A/B Testing you can know which subject line is more likely to be opened by your subscribers. Unfortunately, it won’t also show you the winning lotto numbers. However, there are a few great uses for this powerful tool. Test Subject LInes or From Names I mentioned subject lines about. The same applies for From Names. You want your subscribers to recognize who is sending them email. However, you can’t be sure if it’s best to use your company name, your own name, a combination of the two or something else entirely. For example, when sending Benchmark Email newsletters, sometimes it says “Benchmark Emails” others it may say “Andy from Benchmark” or whomever else may be sending the campaign. There’s branding to consider, personalization ... ultimately it comes down to what the test reveals to you about your subscribers. Test Campaign vs. Campaign When brainstorming your marketing strategy, there’s always some guess work to be done. You think you know what your subscribers will want to hear about, but sometimes we are proven wrong. It could be the tone or voice of your content or it could be the types of products and services you’re promoting. Your subscribers will tell you which is the most effective. Test Delivery Time Conventional wisdom says you want to get to a subscriber’s inbox in the morning, when they’ll be checking emails at their desks. Problem is, not everyone’s audience is conventional. Perhaps your market is to parents. For them, the best times may be after the kids have been dropped off at school or in the evenings after they went to bed. A/B testing will let you know when your emails will most likely be read. Test multiple variables Perhaps there’s multiple variables you’d like to test. It’s possible with Benchmark. Just set how important opens and clicks are and let the A/B Testing tool do the rest. Once you’ve determined the kind of test you’d like to run, you can set the percentage of your email list that you’d like to test on. You can send a variant to 5%, 10% or 15% to your list each and the winner will be automatically sent to the remainder of your list (you can also set it to pause and send the remainder yourself). Doing this is sure to increase open rates, CTR and more.


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