5步测试以确定最佳电子邮件频率

您知道，不经常的电子邮件通信与轰炸电子邮件收件人的消息之间存在微妙的平衡，以至于他们选择退出。也许你对在2012年加强电子邮件营销但是，不想看到您的所有硬线索生成工作都会通过增加发送频率而浪费。您如何知道哪个电子邮件发送频率是您的订户列表的正确频率？

如果你猜的“测试”,你是对的上的钱!While we've performed tests and releasedresearch on email sending frequency，每个品牌的email marketing广告系列目标和订户列表是唯一的，因此需要微调测试以确定适当的发送频率。

So how do you get started with an email send frequency test? Many people have been nervous about performing this test for fear of ruining their潜在客户生成的努力, but it really is quite simple. Let's break down the steps you can take to perform this test so you can start understanding how often you should communicate with your email subscribers.

Step 1 - Establish Your Hypotheses

Take yourself back to high school science class, and channel your favorite lab partner. It's important to determine what specific results you expect to see from these tests so you can identify success.

For example, you might hypothesize that increasing your email send frequency from once a week to three times a week will increase your click-through rate by 35%, or perhaps it will increase the number of"wheat bread" leads由于您的养育，该阶段转移到了勘探阶段。或者，也许您的选择率很高，并且您认为将电子邮件发送率从每天降低到每天都会减少您的未订阅数量。您可以（并且应该！）创建一个以上的假设，以充分利用这些测试，并对您的假设的术语非常具体。

步骤2-选择列表段

将其视为您的样本量。由于您的电子邮件列表已被细分（对吗？），请选择您将测试的一个细分市场，并确保它足够可观以提供有意义的数据。确保您选择的列表段还与您要测试的假设保持一致。例如，如果您正在测试针对潜在客户的点击率增加的点击率，那么在客户列表段上测试并不明智。相反，您可能决定选择一个样本（asample，不是整个列表）从您的博客订阅者列表中，不仅足以提供有意义的数据，而且还用于接收带有您报价的电子邮件。

步骤3-建立基线指标

现在您知道了要测试的内容，并且可以确定您的当前性能指标对于那个样本。此步骤至关重要，因为您需要对测试结果进行测量的东西。注意电子邮件营销指标you'll need in order to determine success in your test such as your open rate, deliverability rate, unsubscribe rate, and click-through rate for that particular sample.

And don't be afraid to expand your scope beyond traditional email marketing metrics to website performance metrics. For example, if you were to use the hypothesis of increasing an offer's click-through rate, you would also be interested to know how many of the email recipients not only clicked through the email offer, but also completed the form required to obtain their offer.

Step 4 - Create and Schedule Your Test Emails

Create a handful of test emails to rotate through the list sample, following your regularemail marketing best practices. Now is not the time to experiment with creative new subject lines, test a new sender in the "from" field, or create a new email template. These types of content changes can skew your results, and should be reserved for a separate set of tests.

创建电子邮件后，将它们安排为您在假设中概述的发送频率。对于持续时间超过一周的测试，请确保选择同一日子和时间，以免在等式中添加另一个变量，因为已知每周的时间和一天中的时间都会偏向结果。同样，这是一项重要的测试，但请保留另一个时间。

Step 5 - Measure and Analyze Results

Measure your results against the hypotheses you established in the beginning and the baseline results you recorded. You should monitor results frequently throughout the experiment, too, so you can respond to any dramatic swings that may crop up because of your change in emailing frequency.

您看到的结果是积极的吗？他们是否确认您概述的假设？他们允许您增加电子邮件发送吗更to see positive gains to your bottom line without sacrificing things like the size or quality of your list? Or is a decrease in sending what's in order? Now that you have a new baseline for success, iterate off of it by beginning a new email test, whether for frequency, template design, subject line, message copy, offer content, or any other host ofitems you can test to make your email marketing more effective.

Have you tested how frequently you should send emails to your subscriber base? What results did you find, and were any surprising departures from what you expected?

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