Direct marketing is a lot of science and only a little bit of art. Learn to play by the numbers and win.
Psst... Do you test?
Everyone says they test. Do you?
Sure, it takes extra time, which you say you don’t have. You stress, develop creative, throw it out to the millions, and start again, repeating the same old mistakes. That approach takes lots more time.
It’s tiring for you and your customer.
Everyone talks about testing, but few do it. It’s easy to throw a bunch of ideas against the wall, hoping one ad sticks, and call that testing:
Successful affiliate programs incorporate direct marketing principles that have been practiced for years. They require good headlines, copy, and creative. They focus on conversions. They live and breathe numbers, not opinions.
What you like doesn’t matter. What the customers like does. The numbers will tell you whether they like your offer or not, quickly. Especially if you test.
How to Conduct an Affiliate Email Testing Campaign
The basis of testing is using a control, A, against a test, B.
It’s important to understand basic factors of testing. We’ll focus on an affiliate email campaign to keep things specific (this practice can be applied to virtually any marketing medium, such as banners or pops):
Completing the Process: Create an A Email and
a B Email
Implementing an email campaign involves the next steps you are about to take. You simply create two versions of the email, differing only by the specific variables you mentioned.
To start your testing process:
Direct marketing is based on numbers. Numbers come from testing small and scaling out your offer.
Because affiliate advertising is so cheap, many marketers get sloppy. We throw stuff against the wall. Who cares what sticks, as long as something does? The customers -- the people you’re trying to market to -- care. Don’t treat them like a wall you’re constantly throwing ads against. They’ll get tired. They’ll tell you by their lack of response, as do your affiliates when your program doesn’t sell.
Select a few partners, pay to test your own creative, and work with affiliate partners based on results, not hope.
When it’s a game of numbers, you can win. When it’s a guessing game, you’ll lose. Branding is important, but revenue pays the bills.
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October 23, 2014
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