In a recent GetResponse webinar, Kath Pay discussed optimizing marketing automation programs for success. What does optimizing your marketing automation program mean? Testing, always testing, different aspects of your program so you get the best results possible. And not ad hoc testing, one and done. But strategically, consistently testing the different aspects of your marketing automation program elements.
Why test your programs?
Because our opinions are worthless until they’re tested!
What can you test?
- Landing pages
- Paid search ads
Email and marketing automation are the easiest of these channels to test, and it delivers the highest ROI of all marketing channels … so why not test it more? Email delivers results without testing, so if you tested emails, imagine how much better your ROI could be with testing!
If you set up an ongoing testing program, it runs in the background of your work, and you build the habit of testing. Doing so is a worthwhile investment, because in addition to learning which version works best, you’ll also learn what makes your customers tick. This becomes a set of building blocks to help you implement new changes with incremental increases in ROI.
What can you test with marketing automation?
The better question might be what can’t you test:
- Headline text
- Images – which image achieves a better conversion rate
- Subject lines: descriptive vs. benefit
… and there are many more! An added benefit is that you can apply the learnings from tests like this to other marketing channels.
Watch the webinar to learn more about the many ways you can test and optimize your marketing automation program!
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