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Tests, Measurements and Psychographics

Tests, Measurements and Psychographic Segments
It doesn’t matter if you sell accessories for portable media players or a collection of eBooks you wrote yourself, the best way to build any business is around what its audience wants. This on-demand world we live in has been designed to allow the consumer to get what they want when they want it. If you are not willing to provide it, you better believe that the competitor beside you is ready to step in and deliver. Email polls and surveys are great for getting feedback, but nothing reveals what your users want like actual results. You can get those results by testing every campaign.

Testing is something you should have a separate plan for, one that not only examines how your message looks in different browsers and mail clients, but how different aspects of your campaigns are likely to be received. This is insight you can gain through basic A/B testing. Also known as split testing, these experiments should be run to get a feel for how your audience will respond to your subject lines, content, frequency, and other campaign elements. A/B testing is one of the most reliable ways to ensure that your campaigns are precisely focused before sending them out to your entire list.

Another way to get access to results is by having a look at the metrics in your analytics reports. This information is just as important as test results because it indicates how you are performing, providing insight into your successes and failures. While the standard metrics are definitely important, a good measuring strategy goes beyond analyzing opens, clicks, and conversions. It also involves factoring in the unsubscribes, forwarded emails, and ROI - one of the most important metrics of all. You have to take a look at the whole picture in order to get an accurate view of your results.

Testing and measuring are both good for getting the results that indicate what the user base truly wants. Both can also help you set up psychographic segments for targeting your list based on those individual desires and preferences. For example, if only one of your test groups responds well to a new content offering, you could create a segment consisting of just those users based on the interest they share. If your reports are showing that a group of subscribers haven't opened your message in the last three months, they would make a fitting segment for the re-engagement program you launch before removing all disengaged users from your master list.

Psychographic segmentation is all about basing your targeting strategy on variables such as interests, lifestyle, and behavioral patterns. These variables offer insight into the psyche of the user and can help the marketer determine how segments will respond to certain content. With your segments in tow, you can devise a new marketing strategy, or retool an existing strategy to target your audience accordingly.