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SMX Advanced is happening online for the first time… register now!

Join us online — June 15-16 — for the premier training opportunity for elite search marketers.

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Turn the beat around: Over half a million new businesses opened in Q1 2021; Thursday’s daily brief

Plus, Microsoft Advertising announces new products and features

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Google product reviews update is done rolling out

Google did say while it is fully rolled out, the caveat is there may be “some edge case lingering.”

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How to Decrease Landing Page Bounce Rate & Capture More Email Addresses

Landing page bounce rate is one of the most important metrics to track. If your bounce rate is high, you won’t capture as many email addresses as you should.


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How to Split Test Subject Lines Like a Newsletter with 2.5 Million Subscribers

Stuck between two subject line ideas?

It’s impossible to know which will yield the best results without running a split test — commonly called an A/B test. A split test gives you real feedback on which subject line your audience was more drawn to opening.

This is how the most successful marketers optimize their open rates. 

Take Morning Brew, for example. Morning Brew is a popular newsletter with more than 2.5 million subscribers. Their daily newsletter includes business and tech news of the day written for a business-minded millennial audience. 

In August 2020, Morning Brew hit a major milestone — 1,000,000 opens of its daily newsletter.

But how did the newsletter achieve that level of success?

Morning Brew’s secret to 1,000,000 email opens

Morning Brew writer Roby Howell spilled the beans on Twitter on how the popular newsletter tests subject lines for every send. 

Here’s how it works:

  1. The Morning Brew team tests 4 subject lines every morning. These subject lines are based on catchy, interesting phrases from the news of the day. 
  2. Each of the 4 subject lines is sent to a 3% of their audience at 5 a.m.
  3. The winning subject line gets sent to the remaining 88% of their subscribers one hour later. 

This strategy lets you quickly test your subject lines against a small portion of your audience and then send the “winner” to the remaining audience.

It’s a smart way to get more opens on each email.

Want to follow in Morning Brew’s footsteps to set up your own split tests like this? Here’s everything you need to know.

Psst…If you want to keep your split testing simple, try starting with a simple 50/50 split test. This will help you learn the ropes and try split testing before stepping into more advanced testing strategies like this one. 

Related: The Ultimate Guide to AB Testing 

How to split test subject lines like Morning Brew

Testing subject lines like Morning Brew is pretty simple. But there are some steps that need to be taken outside of your email service provider to make sure your results are statistically significant.

That means you need to make sure you have a large enough audience for the first part of your send. If your audience for groups A & B are too small, the results won’t be significant. If the percentage is too large, you could miss out on the opportunity to send the winning subject line to more subscribers.

How to set the breakout percentage

In order to figure out how many subscribers should receive version A and version B of your newsletter, you need to take a look at your historical open rates and the size of your email list.

For the sake of this example, let’s say your email list has 10,000 subscribers, and you historically see 20% open rates. 

Using the Optimizely Calculator, change the “Baseline Conversion Rate” to 20% to account for historical open rate to calculate the ideal size of audience for A & B.

How to figure out split test segments

If groups A and B need to have 1,100 subscribers each, that means each group is 11% of your total audience. 

So, in this case, we’re looking at doing an 11%/11%/78% split test.

Set your split test percentage

Related: Your Guide to Writing the World’s Best Email Subject Lines

Determining a subject line winner

Once versions A & B are sent, the next step is to determine the winner. The winner will then get sent to the remaining 78% of your audience. 

To evaluate what would go to the remaining group, look at each emails’ results and evaluate them with a split testing calculator.  

Let’s say, for example, initial results are:

Group A: 1,100 Emails sent, 278 emails opened, 21 bounces

Group B: 1,100 Emails sent, 245 emails opened, 33 bounces

Looking at the numbers, it’s obvious that version A yielded better results than version B. However, you should check to ensure there’s enough data to determine if the results are statistically significant (and not by random chance).

Using the Neil Patel AB Testing Calculator, you can take the results and plug them in. Make sure to subtract the number of bounces from your total emails sent. Roving bounces allows you to measure the true open rate, because if an email bounces, there is no chance of an open. 

determine if your test is statistically significant

Ideally, you want to aim for 90%+ statistical significance. But sometimes you need to move quickly. In that case, aim for 80% or above statistical significance. 

Now, you can be confident that sending version A to the remaining 78% of your audience 

This allows you to maximize the number of opens. In this example, we would yield 234 more opens with the winning email going to the remaining 78% of the subscriber list. 

We came to that conclusion by applying the open rate (or conversion rate in Neil Patel’s calculator above) to the remaining audience.




Those 234 opens could make all the difference between additional sales.

How to split test subject lines like Morning Brew with AWeber

Want to set up a subject line split test like Morning Brew for your own email marketing? Follow the steps below and start getting better results with your email marketing

Note: Split testing in AWeber is available to AWeber Pro users. Upgrade your account to unlock this feature or contact our Customer Solutions team

Step #1: Create your emails

The first step to split testing is making sure you have 2 versions of your emails already created in the Message Editor. 

Since this is a subject line split test, all other variables of your email should be exactly the same.

Related: Email Split Tests You Can Set Up in 1 Minute 

Step #2: Set up your split test

To create a split test, hover over the Messages tab and click “Split Tests.” Then click the green “Create” button. 

Next, name your split test. It’s helpful to include descriptive language in the name to differentiate one split test from another. This also helps you quickly identify the takeaway from each split test so you can apply learnings to other emails. 

Then, select a segment of your recipients (if you don’t want to send the emails to your entire list).

And, finally, define your split segments based on the formula used above. And click “Save.”

subject line split test

Now it’s time to select your drafts. Make sure your drafts match up to what you defined in your subject line name.

split test subject line in AWeber

Then, you can go ahead and schedule your broadcast split test message to segment A and segment B. 

Once you send your emails, you can set a determined period of time to wait in order to determine a “winner” following the steps above. 

You can then send that winning email to segment C.

Get more step-by-step instructions on subject line split testing in AWeber by clicking here.

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Facebook Advertising Myths to Leave Behind in 2021

Every day, there’s a new article on Facebook Ads. Case in point, this one right here.

Given how powerful the advertising platform is, there are tons of recommendations out there aiming to steer you in the right direction for your next campaign.

However, not all recommendations are worth implementing.

Let’s revisit some of the most common Facebook Ads assumptions out there and get to the truth. It won’t be as dramatic as an episode of The Maury Show, but it will do.

Myth 1. Facebook Ads don’t work for B2B brands.

Truth: Facebook is a great platform for B2B advertising.

When it comes to advertising to businesses, the first place people think of is LinkedIn, a network known for fostering professional relationships. Facebook has always been seen as a strictly direct-to-consumer (DTC) advertising platform.

Facebook wasn’t designed to be a business networking app, said Rex Gelb, paid ads director at HubSpot, and thus, wasn’t a top consideration for B2B lead generation. He argues it should be.

“To some extent, people are always open to business-related content, even if they’re just mindlessly scrolling through their Facebook and Instagram feeds after a long day at the office,” said Gelb. “If you work in B2B, don’t hesitate to give Facebook a try – you might be surprised by the results.”

Based on HubSpot’s 2020 Not Another Marketing Report, brands see the most return on investment (ROI) on Facebook compared to other social media platforms.

SaaS companies like Honeybook say Facebook is their largest acquisition channel, according to the social network. And they’re not the only B2B company that relies on Facebook Ads to generate leads.

“We find it to be successful for B2B companies like ourselves to promote content and signups,” said Nicole Ondracek, paid ads marketing manager at HubSpot.

If you want to ensure you reach the right audience, Facebook Ads’ lookalike audience feature allows you to target users based on their job title, industry, and employer – similar to LinkedIn.

Myth 2. You need a lot of money to get started.

Truth: You only need $1 a day to compete with the big brands.

While some advertising channels require a decent budget to compete, brands can reach Facebook users for as little as $1 a day.

“There’s no big upfront commitment required and no large minimums,” said Gelb. “You’re free to take things as slowly as you’d like and only scale when it makes sense to do so.”

He adds that while one dollar will limit the ad inventory you have access to, you’ll be on an even playing field with everyone else.

Ondracek echoes this sentiment.

“While it’s nice to have a large budget to bring in enough conversions and learnings to optimize your campaigns,” she said, “sometimes all you need is a small daily budget to start bringing in leads and customers.”

On Facebook Ads, a little can go a long way.

Myth 3. You should create small, targeted audiences.

Truth: Build your target audience but leave some wiggle room.

Facebook Ads’ targeting capabilities are impressive. You combine that with the idea that the more targeted your campaign, the better the results, and you run the risk of getting too narrow.

“It’s all about testing,” said Ondracek. “In some cases where we’ve tested large audiences (20M+), we’ve seen better success than narrowed audiences [and] going after a specific list of contacts.”

Creating exclusions during your audience creation process makes sense most of the time. For instance, excluding users located outside of a specific region. However, when your targeting gets too narrow, you can miss out on opportunities to reach audiences who would convert on your ad.

“Within your target audience, don’t restrict Facebook too much by layering on dozens of filters such as age, device, placement, and gender,” said Gelb. “Facebook’s ad serving algorithm was designed to find the most qualified audience at the cheapest cost.”

“If you give Facebook the freedom to go find those people,” he adds, “in many cases, you’ll end up with more scale and at a cheaper cost.”

Essentially, let the algorithm do its job. Define the key characteristics of your target audience and leave some room for your ad to reach those you may not have considered.

Myth 4. You should retarget all of your website visitors.

Truth: Not everyone should be retargeted.

The Facebook pixel allows you to track user behavior on your website and retarget those same users on Facebook to guide them down the funnel. However, not every person who visits your website should be retargeted on Facebook Ads.

You should still segment which website visitors to focus on, as not everyone who visits your site is ready for retargeting.

For instance, let’s say someone visits your “About Us” page. There are many reasons for this: They could be interested in your products, but they could also be looking for a new role. With that in mind, retargeting users based on any action taken on your website may not be valuable or cost-effective.

Instead, focus on visitors who exhibit high-intent behaviors and will be more likely to convert. For instance, visitors who add products to their shopping carts, visit your pricing page or read your testimonials.

Being selective will not only help you manage your budget better (especially if you have a small one) but it can also help you yield better results.

Ondracek highlights that sometimes, you should re-evaluate if retargeting is even the right strategy.

“When retargeting works, it’s great,” she said, “but we’ve found, in some cases, that retargeting site visitors is actually more expensive than prospecting.”

It’s all about finding what works for your brand. Just because Facebook is known for retargeting, doesn’t mean that’s the strategy that will work for your company every time.

Myth 5. Boosting a post will yield the same results as a campaign.

Truth: Boosting may not always align with your goals.

When you boost a post on Facebook, it’s a quick and easy way to expand your reach and gain some quick exposure. However, boosting a post won’t necessarily convert users in the same way a campaign would.

Why? Well, if your post isn’t already designed to drive a particular action and you boost it, you may gain more impressions but no conversions.

Depending on your goals, you may yield better results for less by creating an ad campaign. With the manual bidding feature, you can monitor how much you spend. You can also optimize your campaign based on your conversion goal.

So, while boosting a post may seem like the best solution for a brand with limited Facebook Ads experience and a small budget, it may be quite the opposite.

If you are going to use that strategy, be sure to consider the following:

  • Does this post have a clear call-to-action (CTA)?
  • Will boosting this post help you reach your goal?
  • Could this work better as part of a larger campaign?

Answering these questions will help you determine when to boost and when to go in another direction.

The biggest takeaway here is that there aren’t hard-and-fast rules when it comes to Facebook Ads. Some strategies may work for some brands and not for others. The only surefire way to figure out what works is by experimenting with various strategies.

Ever wonder what’s fact or fiction when it comes to Facebook Ads? In this article, we debunk some myths about the social network’s advertising platform.

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Google local car dealership inventory search results

Google seems to be getting into the local car inventory space with a new search service.

Please visit Search Engine Land for the full article.

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Website Forms 101: The Various Types, Where to Put them, and How to Make Them Effective

Website forms are essential for your inbound marketing strategy. Used strategically, they can turn a regular site visitor into a lead you can nurture and eventually convert to a customer. And if you’re one of the 63 percent of businesses that report generating traffic and leads as their biggest marketing challenge, you’d be hard-pressed to…

The post Website Forms 101: The Various Types, Where to Put them, and How to Make Them Effective appeared first on Benchmarkemail.

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Four Best-Practices for Responsive Search Ads [Infographic]

Google’s responsive search ads (RSAs) enable advertisers to create multiple copy options and then let machine-learning and AI determine the best-performing combinations. How can marketers make the most of this powerful format? Read the full article at MarketingProfs

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How COVID-19 Transformed Sales and B2B Content Marketing–and Five Ways to Adapt

The pandemic has significantly changed the way B2B buyers and sellers do business. To adapt to the new B2B sales and marketing world, adopt these five strategies. Read the full article at MarketingProfs

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