In marketing your art, there are no absolutes—regardless of what you might hear from a so-called expert or influencer.
Everything is a test. You don’t know what works until you try, look at results, and make adjustments.
Is it better to send your newsletter on a Tuesday or on a Friday?
Will you get better engagement from posting to Facebook at 7:00 a.m. or noon?
Are your Instagram followers more likely to engage with you once or twice a day?
In this article I’m going to focus on email marketing testing. Separately, I talk about testing your social media.
Finding What Works for You
How do you know which is right? There’s only one way to know which is the right option for you. Test and track them!
In order for you to understand what works best for you, you have to have data and look at that data.
What email format/rhythm/time is optimum for you?
What results in more sales, sign-ups, registrations, click-throughs, or engagement? Start with that and then … this is the clincher … change only one variable in each email test to give you the most accurate results.
If you change too much with each test, you don’t know what the cause of different results was. Changing just one thing (see below) gives you more certainty about your direction.
A side note about split testing. The ideal way to test email marketing is with a split (or A/B) test which involves sending out the same email to two segments of your list simultaneously—with only a single difference between each one.
This is more effort than most of my artist clients want to make, so don’t worry about it. I just want to make sure you know of the option. Roll up your sleeves and get to work because there’s plenty to learn by making a simple change with each email sent.
Here is a list of elements you can alter in each email (and then test!) to optimize your result
Style Your Email Design
- Change the background color.
- Use a banner at the top.
- Remove the banner from the top.
- Rotate the image at the top of each email.
Vary Your Links
- Link text either within the text body or only below paragraphs.
- Type out full URLs instead of linked text.
- Change the color of your links.
- Use buttons instead of linked text or URLs.
Adjust Images
- Use the same photo of yourself each time.
- Add a new photo of you with each email.
- Remove the photo of you.
- Feature a single image of your art.
- Show two or three images of your art.
Rethink Your Text
- Write longer, juicier articles with good storytelling.
- Tease with only an excerpt of the article with a link to the full article on your blog.
- Include only a few short sentences along with your images.
Prepare for Sending
- Use your name in the subject line.
- Repeat the same subject line each time.
- Make the subject line unique with each email.
- Vary the day of the week you send.
- Experiment with the time of day you send.
Remember: Don’t change too many things at a time. Try to limit your testing to one major change per email.
Create some form of tracking system that will give you proof of what works best for you.
Your Turn
How do you get the best results for your email marketing efforts?
Are you testing and tracking? What do you use to record your results?
6 thoughts on “Test Your Email Marketing and Track Your Results”
Thank you, Alyson and Mesa for including my ‘Southernmost Happy Hour’ in today’s
Art Biz Blog. It was Alyson who started me on my journey eleven years ago at a time when there wasn’t much of a connection between business and art. Now we as artists are fortunate to have tips such as these provided for us in our careers. I look forward to implementing the strategies discussed herald in upcoming articles.
Oops! Sorry about the typo in the last sentence. Should’ve previewed it first. :-O
You are so good at getting me to switch things up and think different…so I really appreciate this week’s ideas list … plus it’s fun to continue to experiment and change…
thanks Alyson!
Thank you once again for all the great information. So glad to hear you are visiting the west coast. Healdsburg is a great town especially for shopping. I will be involved in a residency so I will not make it to your event but would love to connect with you some day. You have definitely changed my world!
Melinda WS Plank
Merci, Thank you Alyson for your art information ????
Venice
Great list Alyson! I’m going to experiment! I get ‘above average’ open rates and reasonable click through rates but not enough action! Let’s see if something off your list can spark a change 🙂 Mailchimp gave me free split testing but I’ve never tried it. Might be the time 🙂