MarketingSherpa’s latest survey of email marketers is out.
One of the key questions they asked was which creative email
tests deliver the best ROI?
The results weren't surprising to us;
- Testing does improve ROI.
- Copy played a bigger part in achieving ROI than graphic
design.
- The most ROI was achieved by testing landing page copy
Practical items I can think of based on this
survey are to allocate more resources to tweaking copy versus investing in fancy
graphics and to ensure your email and micro-site are in sync in terms of
design, development and tracking. More often than not, we find in execution, the
email campaign trails as an afterthought for many clients.
Read the survey results here.
Jo
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email marketing, A/B Testing, Landing page copy