MediaPost – 101 Things You Could Be Testing
Testing should go well beyond the subject line. According to eConsultancy’s 2012 Email Marketing Industry Census, 66% of email marketers test subject lines regularly. Second on the list is time/day of week, at 44%, and it goes down significantly from there. Only 16% of marketers test email frequency.
As I talk to marketers running email programs, it’s clear they’ve adopted the “test, test, test” mantra. Marketers know they should test, but it’s easy to get in a rut testing the same things over and over again (e.g., subject lines).
The following is a personal list compiled and modified over the past 10 years. Not all of these will be relevant to your program. And some of them are more likely to have a significant impact on performance than others. Take a look and see if any of these present new opportunities for you to test and improve your email program.
- Sender Names
- From Address
- Name Personalization
- Gender Segmentation
- Geographic Segmentation
- Other Demographic Segmentation (Income, Marital Status, Children, etc.)
- Prospect vs. Customer
- Loyal Customer vs. One-Time Customer
- Last Open / Click Date
- Last Store Visit Date
- Intro Text—Content
- Intro Text—Copy Style
- Body Text—Content
- Body Text—Copy Style
- Closing Text—Content
- Closing Text—Style
- Header Image—Present / Not Present
- Header Image—Style
- Home City / State / Airport / Etc.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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