5 Email Testing Best Practices for Flooring Companies

42% of businesses, including flooring companies consider email as one of their most effective lead generation channels. It also drives higher ROIs compared to other lead generation tools – as in 4400% higher!

This is why it’s crucial to get your email campaigns right.  

But how exactly can you determine which variations of an email copy will improve your conversion rates that will improve your flooring company’s sales and revenue?

Email A/B split testing and optimizing your copy for SEO for flooring companies is the answer!  

Email Testing and Its Importance for Flooring Companies

A/B email testing involves splitting your email list into groups and then sending one variation of your campaign to a subset and a different variation to another group.  

The goal of split testing is to determine which variation of the campaign generates the best results for your flooring company.  

By identifying different ways on how to increase the effectiveness of your emails even by the slightest bit, you can boost your conversion rates and bottom line.  

5 Email Testing Best Practices for Flooring Companies

1. Test One Variable at a Time

The first thing you need to remember when doing an email split test is to experiment with one variable at a time. Doing this allows you to assess the changes brought about this single variable.  

For example, if your goal is to improve clicks and get your recipients to do what you want them to do, consider testing various value-based call-to-actions only.  

If you test multiple variables at a time, such as call-to-action button design and images in the body of your email, it’ll be difficult to determine which variables are making positive impacts on your emails.  

According to MarketingSherpa, these are the 5 most effective email variables you need to test to generate the best results:

Sender Name and Address

The sender name and address can impact your email’s open rate. Use a sender name and address that your subscribers recognize and trust.  

Are your subscribers more responsive if you use your flooring company’s name? Or from someone in your company that they’ve interacted with before?  

Once you’ve determined which variable has a positive impact in your metrics, be consistent with the from name and address across your emails.  

Personalized Subject Lines

Adding a personalized subject line can also boost your open rates by up to 26%. It increases your email’s appeal and makes your messages feel special.  

This is a great way to make your subscribers feel more valued.  

Personalization isn’t limited to stating your recipients’ names only. You can also include other information such as the products or services they might be interested in, location, and other details.  

Other subject line elements you want to consider:

• Subject line length
• Adding a call-to-action
• Using power words

Email Design Template

A good email design can grab a user’s attention and entice them to keep reading. It also guides your subscribers to read your email the way you want them to and understand your message as intended.  

Ideally, you should have one primary email template that you can tweak, depending on your email campaign goal and theme. To see which template works best for your subscribers, consider testing the following elements:

• Font size
• Font colors
• Logo
• Visuals

• Font color
• Footer

Email Copy

Nobody really reads nowadays, especially emails. People simply scan through them and unless they see something interesting, they will pause and give it a read.  

However, this doesn’t mean that you should completely disregard the content of your email. What we’re trying to say is that you have a very small window of opportunity to pique your readers’ interest and convince them to read through.  

When it comes to creating a compelling email copy, here are some things to keep in mind:

• Headlines – Make sure your headlines are consistent with your subject lines.  
• Order of content – Place the most important information at the beginning of your emails.  
• Call-to-action – Your call-to-action should be specific and align with your subject line.  
• Number of visuals – Adding too many images to your email can make it impossible for your recipients to focus on your message. Keep your visuals to a minimal. If possible, only use one focal image that supports your message.  

• Social media links – It’s best to put social media links at the bottom of your email newsletter. But, consider experimenting to see which placement gets more clicks.  
• Number of links in your email – Links allow your recipients to select which offer or information they want to read more about. It’s strategic to include a link in the first two sentences of your emails.  
• Length of your email – Keep your emails short and direct to the point. You don’t want to bore your readers with a lengthy email copy.  

Best Time to Send an Email

Sending emails at the best time can boost your engagement rate and increase your open rate. This is why you need to determine when and how frequently you should be emailing your subscribers.  

To determine when exactly that “best time” is, test the day you send the email and the time of the day you send it.  

You should also consider testing the number of emails you send to your list during a given week or month. Some might like to hear from you more frequently while others not so much.  

Audience Demographics

It doesn’t matter if you have the most beautiful email with the most well-written content. If the message within it means nothing to its recipients, you’re still not going to get a sale.  

Context is everything when it comes to emails. If you want customers to respond to your emails, you need to send them the right message.  

Through segmentation and customer data, you can sort through your email list and group together people who have the same interest or purchasing behavior.  

Landing Page

Your landing page should reinforce your email’s message. It should also be consistent with your email’s design. And, above all, it should be optimized for SEO for flooring companies.  

A good landing page will support your email campaign and help you secure the leads and conversions you need to achieve your goal.  

2. Always Have an “Original” Version to Test Against

When you run an email split test, it’s crucial to have a “control” email that will serve as a baseline to compare your results with. This will make it easy to gauge the data you generate.  

A control or default email is the original version of the copy you typically send your email list. It’s essential to have a reliable baseline because of all the “confounding variables” or factors that are beyond your control but can have an impact on your results.  

Examples of confounding variables are your email going straight to the spam folder or your recipients being away during your test.  

Variables you didn’t account for can ruin your test and give you useless results.  

By testing against a default version, sending variations at the same times, and making sure that the test is randomize, you are eliminating as many confounding variables as possible making your results more accurate.  

3. Run Email Tests at the Same Time

Throughout the year, flooring companies experience seasonal highs and lows. This means that the interest and demand for flooring materials and services are affected by seasonality.  

When conducting an email split test, it’s crucial to account for any seasonal fluctuations that may cause shifts in your customers’ behavior or changes to your flooring catalog.  

By running your email split test simultaneously, you can generate more accurate data that will provide you insights in what your subscribers value the most in your offerings.  

As a result, you can optimize your email copy for SEO for flooring companies, boost your engagement, and increase your revenue.  

4. Results Should Be Statistically Significant Before Making Any Conclusions

Before making any conclusions and implementing the results into your email marketing strategy, you need to make sure that the data from the experimentation has a statistical significance.  

Statistical significance is a mathematical way of proving that a certain conclusion is trustworthy. In the context of email split testing, it is the conversion rates between variations and the baseline is not due chance only.  

When a finding is significant, you can be confident in using this data to optimize your emails and generate better results.  

To determine if the results of your email split test are statistically significant, use the p-value. The p-value or probability value reveals how likely it is that your data could have happened under the null hypothesis.  

In general, a p-value that is 5% or less is considered to be statistically significant.  

5. Do Email A/B Testing Regularly

It’s not enough to run an email A/B test once. If you want to continuously improve your flooring company’s conversion rate and ROI from email campaigns, you need to keep on running tests.  

Every aspect of an email can be split tested for optimization. Test every possible variable and think of new elements you can experiment with.  

Take your button copy as an example. Several elements of a button copy can be tested, such as its color, font, sense of urgency, button shape, and using action words, to determine which variation your recipients are most responsive to.  

Is Your Flooring Company Using A/B Split Tests to Optimize Your Emails?

Email is one of the most effective ways to generate more leads for your flooring company and increase your revenue.  

But in order to get the results that you want, you need to figure out how to increase the efficacy of your email campaigns through conducting A/B split tests.  

By testing various versions of the email that you want to send to your email list, you can create an email copy that converts and boosts the bottom line of your flooring company.  

At Digital Resource, our team of SEO and digital marketing experts will work together to create a custom email marketing strategy that will get you the sales you need to start growing your business!

Want to get more customers for your flooring company? Contact us today and we will optimize your website for SEO for flooring companies!

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