BizReport – 10 email variables you should be testing
The vast majority of marketers plan to increase the size of their marketing budgets in 2012. Almost two-thirds of executives recently surveyed by StrongMail cited email as a channel they plan to increase budgets for next year.
A significant benefit of email is it’s easy to test and refine. A simple tweak could result in additional clicks, opens or even extra revenue from subscribers.
Many email marketers are guilty of testing just the basics but there are far more variables than just the subject line, offer and copy.
To help you get more from your email testing I’ve put together a list of 10 different variables that can be used to fine-tune email campaigns and produce the best results possible.
1. Target audience
No amount of personalization or offers will get a disinterested recipient to open an email so make sure you hone your lists to ensure the target audience has been selected.
Basic personalization is standard but testing a more in-depth approach by including previous order history or local area information can improve click-through rates.
3. Landing page
Even well-constructed and engaging emails can fall flat on their face if the landing page to which the reader is redirected fails to hit the mark. Expectations have already been set by the style and tone of the email and landing pages must continue this theme.
Consider testing an action-based call-to-action versus value-based. Other tests might pitch buttons against text links and placement of the call-to-action. Best practice is generally to place the call-to-action above the fold to avoid the need to scroll.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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