Email Marketing Testing Elements
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This document outlines 30+ elements and variables that can be tested in email marketing campaigns to optimize performance. It breaks these factors down into 7 categories: subject lines, email coding and setup, calls to action, design and imagery, body copy, offer variables, and timing. Testing different options for elements like headlines, personalization, call to action copy and placement, image usage, offer structure, and scheduling can help determine what resonates best with the target audience.
Email Marketing Testing Elements
- 1. Web Assocation | Email Marketing Cleveland, OH: May 25, 2011 30+ Email Testing Elements and Variables 1. Subject Lines 5. Body Copy a. Personalization a. Length b. Tone/Personality b. Headlines c. Length c. Tone d. Newsletter Name vs. Contents d. Personalization 2. Email Coding and Setup 6. Offer Variables a. “From” Email Address a. Limited (Time or Quantity) b. “From” Sender Field b. Percentage Savings vs. Dollar c. Pre‐Header Copy Savings d. Alt Tags c. Perceived Value vs. Price e. Width of Email d. Free vs. Reduced f. Email Footer e. Incentives/Giveaways 3. Calls to Action f. Offer placement a. Types (buttons, banners, text 7. Timing links, text only) a. Day of Week b. Copy b. Time of Day c. Placement c. Frequency d. Number of Placements d. Recency 4. Design and Imagery e. Reminder Email a. Image Placement b. Amount of Imagery c. Complexity d. Background images e. Colors and Shading f. Text Only g. Types of Images (Lifestyle, Hero, Product) Source: “Use of Testing in Email Marketing”, eROI.com (http://bit.ly/jFKhI6)