Drei Elemente tragen maßgeblich zum Erfolg einer Email Kampagne bei. Welche davon testen Sie?

As we gear up to test the subject lines suggested by you, the MarketingExperiments blog reader, in our recent contest, I thought it would be worthwhile to take a look at some email testing research conducted by our sister company, MarketingSherpa.

This research chart, from the MarketingSherpa 2011 Email Marketing Advanced Practices Handbook, packs a lot of interesting information in a small amount of space, so let’s break down just the most common, most effective and easiest elements to test …

Most common element to test – subject line (e.g., phrasing, length)
Not surprisingly, the subject line is the most common element to test. According to MarketingSherpa research, 72% of marketers test the subject line. As you can see in the chart, subject line testing lies at that golden nexus of “easy” and “effective.” After all, open rates have a huge impact on email performance, and testing is as easy as writing a few short lines and having your email service provider split the traffic.