How do you measure sales email performance? How can you figure out which sales emails work best or which sales emails are better?
The "Determine Best Sales Drip" automation recipe works to compare 2 different sales email series and determine which is better based on sales driven results. This automation lets you know which sales drip campaign emails resonate with your audience, and lead to higher conversions.
With this automation recipe you can:
- Create high-converting sales emails
- Write better sales emails
- Measure email engagement and email attribution
- Improve your sales messaging to your contact list
- Develop your sales lead nurturing email campaigns
The comparison between sales email series is made by using an ActiveCampaign split action. A split action diverts contacts into 2 different automation paths. You can set the parameters for a split action. The options are:
- Split contacts indefinitely (the automation will not stop diverting contacts evenly until set otherwise)
- Until a certain number of contacts have gone through the split action
- Until a specific date you have set
Split actions also allow you to determine a winning path based on criteria. You can determine a winning path based on
- Email engagement (email opens, email click-through-rate [CTR])
- Number of conversions attributed to each path (form submissions, purchases, event registrations, calls schedule, or any other call-to-action [CTA])
Before importing this automation recipe into your ActiveCampaign account, link your ecommerce store to ActiveCampaign via our Deep Data integrations (optional).
You do not need an ecommerce store to import this automation, but the automation recipe framework is set up to include an ecommerce integration. You are able to change the split action to determine a winner based on another criteria that makes sense for your business.
Here's how the automation recipe works:
1. The automation is triggered when a contact is subscribed to your email list
2. The automation sends the contacts to a split action, which sends contacts down 1 of 2 possible automation routes. (Note: in this example the split action is set to divert contacts evenly up to 300 contacts and then determine a winner based on number of purchases through ecommerce integration.)
3. Contacts are sent down Path A or Path B and the automation sends the first sales email. (Note: Path B contains an alternative sales email to Path A for each email send.)
4. The automation waits 1 day
5. The automation sends the second sales email
6. The automation waits 1 day
7. The automation sends the third sales email
8. The automation checks to see if a contact has achieved the automation goal, "Sales Made From Path A" or "Sales Made From Path B"
9. If a contact has made a purchase, the automation applies a contact tag for either "Purchase: Path A" or "Purchase: Path B" depending on which automation path that contact took.
10. Based on purchase attribution to a specific path (after the 300 initial contacts), the automation selects a winning path and sends every contact down the winning path from that point on.
Notes:
- Each path contains 3 emails, Path B contains an alternative to each email sent from Path A
- You can change the number of emails in each path, and the length of the wait steps in each path. In split testing, it is best practice to test 1 thing at a time and keep all other factors equal, so you can determine which factor led to a change in conversions
- You can change the split action to any number of contacts, any specific date, or a different criteria to determine a winner.
