One message is [almost] never enough.
Consider splitting your long winded, scrolling welcome message into a series of messages sent over the first week+ of a new user’s tenure. Try for shorter messages with clear calls to action and relevant content based on lifecycle.
Take time to identify key performance metrics that appropriately reflect business goals.
KPI’s are different for every business and every campaign, but ensuring that the metrics you select directly correlate to your core business objective is key. Many tests include a conversion or customer lifetime value metric, as well as engagement metrics based on clicks, click stream tracking, or time on site.
Measure your test against a control group to isolate and quantify learnings.
Good email programs are data driven and test v. control is how to generate actionable data. Whether you’re executing simple A/B tests or more sophisticated multivariate efforts, be sure your control groups are well defined and that your test is constructed in such a way that you’ll easily be able to quantify and compare your success metrics.
Test, learn, repeat.
Start with the lowest hanging fruit, but then continue to test and optimize. Extend learnings throughout other programs and continue to hone your communications to new members. If you’re not testing an important variable on virtually every message that goes out the door, you may be wasting a valuable opportunity.
