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Want better results from your email
marketing but don't know where to start?
According to the 2007 "Email Marketing Benchmark Guide"
Survey conducted by marketingSherpa, you should test the
words first. That's because the email tests that give the
highest ROI are about copy performance.
Landing-page copy tests scored best. An estimated 43.2
percent of those surveyed gave it a 'high ROI' rating. The
A/B testing of email offers ranked second (40.7%). Subject-line
tests were a close third (40 percent).
But don't overlook the importance of graphic design. An
estimated 34.4 percent of email marketers said A/B testing
the email creative (images and formatting) delivers a high
ROI. And 33.6 percent gave the same rating to landing-page
creative test. So testing design elements can make a big
difference to your bottom line, too.
You may be tempted to ditch email testing to invest in
sexy Web 2.0 technologies instead. Don't--email is too valuable.
In fact, MarketingSherpa reported that 40 percent of B2C
marketers and 35.6 percent of B2B marketers see email's
impact as increasing significantly. That may be suprising
news--but it's certainly good news too.
Source: July 2007 Entrepreneur Magazine
All the best,
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