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- Split Testing 101
Welcome to The DTC Letters. It is Michael from AdSumo Digital.
Before you read, be sure to download this free training I wrote on How To Stop Sending Emails To the Spam Folder And Double Your Open Rates Without Testing Subject Lines (link)
In today’s newsletter, we will go over:
Split testing emails 101
This weeks best email
This weeks most valuable tweets and threads
And much more…
Email of the Week
This email by Vuori, an athletic clothing and activewear brand, is a great example of simplicity.
The goal of the email is to launch their new Spring Collection. The email as very minimal copy (which we will talk about later in the deep dive section) and lets the new products do all the talking.
The new products aren’t revolutionary so there is no point of over explaining. They way they have the products laid out in the body section is clear and concise.
They are simply just showing whats new and building interest in the products, separating it by women’s and men’s products. (with the women’s collection being up top since women make up 85% of consumer spending) Boy do they love to shop. We aren’t made about it though, if you’re reading this newsletter…we like to sell!
Overall, keeping your emails:
Simply and concise
Letting your products do the talking
Optimizing for your market/ideal whale customer (we’ll get into whales vs minnows in another email)
Is a great way to convert both new customers and reel in returning customers when you are launching a new collection or seasonal selection.
Action Item from the above ⬆️
Run a split test on a flow email and test a super concise, minimal copy email design against your current email
You might be surprised by what your audience prefers. In marketing, we never make decisions off assumption.
Top Links of the Week
Graphic Tweets
A graphic tweet on how increase your Welcome Flow revenue (link)
Threads
Interesting Things In The Space
Deep Dive on Email Split Testing 101 🧪
I get asked these types of questions all the time:
Are email split tests even worth my time?
What emails should I start split testing first?
What specifically should I be testing in these emails?
These are all valid questions and very important when it comes to growing and monetizing your DTC Ecom brands email list.
Are email split tests even worth my time?
Here’s the thing, most people think of their email marketing as a “set it and forget it” kinda thing.
Well wouldn’t that be nice if we could just throw a few emails into a couple flows and instantly have them converting their absolute best.
That’s a pipe dream. It just doesn’t happen. Even the best agencies in the space that work with 7, 8, and 9 figure brands don’t get it perfect on the first try.
(Trust me, our agency has taken over brands who’ve used these massive agencies before and lets just say it’s not pretty)
The real way to actually leverage your email list to increase your brands CAC;LTV ratio is by consistently optimizing every email, every flow, every campaign, every product launch, every pop-up form at all times.
This is the difference from brands doing 15%-20% through email and brands doing 35-40%+.
What emails should I start split testing first?
There’s no “one size fits all” answer to this question. However, there’s one sure way to figure out the answer so that’s what I’ll show you today.
Dive into your Klaviyo or Sendlane account (if you are using anything other than these 2 softwares…you’re behind the curve) and search for email flows that get the most traffic.
In emails terms they are called delivers. Once you’ve located your top 3 flows by delivers (factor in revenue eg. a transactional flow does us no good here) see what email is currently driving the most revenue.
Odds are this is probably the first email in the flow. Was I right? Awesome.
These are the emails we want to start with when we go to run are split tests.
These are what we call High ROI plays aka where we will print our money.
Split testing graphic
What specifically should I be testing in these emails?
I will write an entire separate email on this topic but I’ll still give you some actionable advice on this so you can turn on a split test and make more money overnight. (Yes this is powerful stuff)
The first thing most amateurs test is the… you guessed it, the Subject Lines.
Although this is definitely something we will run in the future (or if your open rates are lower than your third cousin Darrels emotional IQ) it simply isn’t as needle moving as other tests.
I’d suggest you test the actual angle of the email.
For example, in your Abandoned Checkout email, test handling different objections. In your Welcome Flow email test a completely different USP angle.
These types of tests not only move the needle further, as far as click rates, but they also give you more ammo to use for other emails tests.
Think about it like finding that 1 angle that really resonates with your market when running ads. Once you find it, you want to put every dollar behind it and scale that ad to the moon.
Same concept applies here.
Give those tips a shot and let me know if you see any improvements!
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How I Can Help
I will be posting free weekly training videos on my Youtube channel (link)
I have over 7,000 tweets on scaling your DTC brand using your brands Email List (link)
If you are looking to better monetize your DTC brands email list, we have worked with brands in several niches from Health & Wellness to Luxury brands and helped Country Life Natural Foods increase their email list revenue by 97% in just 61 days. (Apply Here)