Tip No. 1: An accounting software publisher was frustrated by the quality of email opt-ins. By using qualifying statements and questions, it secured a “very big” improvement in the quality of its opt-ins.
Tip No. 2: An ERP software company had spent a lot of time and effort to make its e-newsletter highly relevant to potential subscribers. Despite this, the company wasn’t happy with the number of subscribers. The firm did a quick analysis of its site’s traffic logs and immediately noticed that most of its site’s visitors were actually entering the site from pages other than the Home Page (N.B. the only e-newsletter sign-up was on the Home Page). The company added the same sign-up form to the site’s 5 most popular entry pages and got a very big boost in the number of subscribers.
Tip No. 3: A CRM software firm analysed its site’s traffic logs and noticed that its visitors were ignoring many of the site’s pages. One of several ways it convinced visitors to check out other pages on the site was to include links to multiple offers, on multiple pages, instead of just sending a plain vanilla “thank you” email to thank new email opt-in subscribers.
Tip No. 4: A Business Intelligence software firm suspected that a relatively high percentage of its email subscriber list was reading its emails on mobile devices. By inserting a simple “Click here to read on your cell phone” button it secured better results in a number of measurements.
Tip No. 5: A Sales training software publisher was dissatisfied with its levels of subscription conversions. As it didn’t have the budget for multivariate testing, it did the next best thing: split testing. By split-testing button copy, the amount of ID information required and offer vs. no offer and then making the corresponding modifications, it scored a big improvement in conversions.
Tip No. 6: A payroll software publisher was frustrated by the number of names captured from trial downloads. It therefore decided to do more than just send a “thank you” email to trial downloaders: it set up an automated response system that, in addition to a “thank you” message, also included productivity-boosting product use tips. The percentage of names captured rose by more than 20%
Tip No. 7: A network security software firm wanted to test different email subject lines. They did a 2-week test using Google Ad Words and quickly found the most effective of the 6 subject lines tested.