How do you test and optimize your email copy for different audiences?

One of the best examples I have seen in getting to know your audience is leveraging the Ask Method by Ryan Levesque. By using customer-focused quizzes you create hyper-relevant offers so you can get more engagement and sales. As a result, you can serve more people and your business starts booming.

If you have the time and resources for doing surveys, interviews, and analytics those are all great ways to learn about your prospect. I’d also recommend using AI to help build out your avatar. With a solid overview of your prospect as the original input, followed by a series of well-written prompts, you can build a robust avatar with surprisingly deep insights into their psychographics and core drives.

I learn about my audience by calling them, hearing their pain points, taking notes, and then trying to write copy that ties into those pain points. From this strategy, I've developed a great process that works for me.

Use persuasive language and powerful storytelling techniques to grab your audience's attention and keep them engaged. Use active verbs and concrete details to create a sense of urgency and importance.

Look at your data. You'll often learn more by observing your customer's actual behavior and finding data enrichment sources than by asking them about they care about.

Be careful with trying to be "catchy". We usually have a certain idea of what that means and it can take you off track. If by "catchy" you can pique interest without being spammy, then go for it. For example, one company I write emails for sends emails to readers about wine and whiskey investing. Our best subject lines are two words or less or a number (ex. ?? $17,000) It captives this audience and works to drive opens even though it's not entirely clear or "catchy" but it does pique curiosity which works well for these readers.

I tend to experiment with this on a daily basis. There is no perfect subject line, rather only eye catching subject lines that engage the reader to be curious. The key is getting them to actually open it.

Keeping your headline short and to the point is a great starting point. Adding keywords that will attract your audience's attention is important to connect you correctly with your target audience. Adding a question is a great way to create a thought-provoking moment in your target audience's mind.

Relevant is the key word here. People open things that resonate with their current situation and needs. It's better to be simple and relevant than catchy and out of touch.

Subject lines. Yes. They sure should be relevant to your subscribers but one thing that I have noticed that "contrast" angles really work well for subject lines. By contrast, I mean two very contradicting beliefs mixed into one. For example, "how you can lose pounds without exercising?" or "why was the old monk sipping a virgin mojito at the beach?" These kind of subject lines really work well. But ofcourse, in my opinion.

Copywriting Tip for your CTA's: Make your Calls-to-action specific. ”Buy now” → “Get instant access + lifetime updates” ”Sign up” → “Get weekly value-packed emails” ”Join today” → “Join 1,920 other marketers inside” More specific = more clicks = more $$$.

Having a CTA which can be measured is critical for good audience analysis. Sending all conversion moments to one landing page will not allow you to optimize the best-performing results.

Personalization tokens are an easy way to get started, but they really aren't enough. Dynamic content is an effective tool for scaling an evergreen piece of thought leadership across multiple audiences and I find demographics like job titles to be most effective for B2B email marketing. What key insight from the content you are sharing would be most relevant for that person's day-to-day and their role?

I've always believed in the importance of rigorous testing to optimize email copy for different audiences. It's critical to utilize A/B testing, a method where you send two slightly different emails to a small segment of your audience, and then assess which version performs better. According to Campaign Monitor, A/B testing can increase email conversions by up to 49%. I would also encourage personalization and segmentation. According to statistics by Campaign Monitor, emails with personalized subject lines are 26% more likely to be opened. It's about knowing your audience, crafting messages that resonate with them, and continuously testing and optimizing.

Outreach helps me do this with ease. It is a lifesaver. There are tools out there that say they will do everything to engage your audience and it doesn't work that way. Outreach listens to their customer feedback and has made a great tool for people in sales.

In my opinion I would suggest to go for experimenting language styles that emphasizes the benefits of each segment set to convey. Foster exclusive insights to the target audience by monitoring the engagement metrics closely and hence optimise your email for improvement. This will resonate the frequency of the audience to reflect.