Insurance Agency Email Marketing And Multivariate Testing

Website design By BotEap.comInsurance agency email marketing can and should be one of the most powerful lead generation tools in a marketing agency’s toolbox. And when it comes to insurance agency email marketing, multivariate testing offers a very advantageous methodology to improve results, providing greater insight into email campaign optimization and conversion efficiency. A/B split tests offer a simple way to understand multivariate testing. Split testing is an empirical approach used to determine optimal conversion rates (click-through rates, for example) for an insurance website, landing page, banner ad, or email campaign. This article will focus on multivariate testing for email marketing campaigns.

Website design By BotEap.comLet’s say an insurance salesperson creates two versions of an email campaign (we’ll call them email version A and email version B). The agency marketer wants to determine which of these versions has the most effective subject line. Split testing works best if the emails are identical except for one modification, which in this case is the subject line. The variations of agency and broker email marketing campaigns can be dramatic or subtle. Each subject line can be completely different, or a one-word change can be measured. Agencies can then measure campaign fundamentals, differentiating between open rate and click rate to determine which insurance agency email marketing campaign was most effective.

Website design By BotEap.comFor example, if campaign A returned a 20% open rate with 10 clicks and campaign B returned a 25% open rate with 14 clicks, then the email balance should use campaign B. What balance can you ask? Multivariate tests can use a small part of your email marketing contact list. If the agency marketer used 10% for the A/B testing mentioned above, the balance, or in this case the remaining 90%, can be used to send the top email, version B of the email. Higher is often determined by click-through rate, but can also include criteria such as webinar registrations, newsletter signups, website traffic generation, etc.

Website design By BotEap.comMultivariate testing is similar to A/B testing, but can be used to test multiple iterations of insurance agency email marketing at the same time. A simple way to think of this is an A/B/C/D split test, with each email using a different subject line. If the D version click results are twice as good as the other emails, then the balance of the email can be sent using the D version of the insurance agency email. , making sure they have enough output test volume to produce credible results.

Website design By BotEap.comMultivariate split testing enables agencies to optimize their insurance email marketing campaigns to ensure optimal effectiveness, from subject lines to calls-to-action to content density. Multivariate testing allows insurance marketers to continually measure, refine, and improve their insurance agency’s email marketing initiatives to generate more insurance leads.