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Email Marketing by the Numbers: How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level by Ali Sales, Chris Baggott

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What Other Tests Should Both Testing Pros and Beginners Consider?

The email offers and call to action should be tested regularly. But it doesn’t stop there. Here’s a list of additional items to consider testing:

  • Which segments respond to your emails?

  • Which offer drives the greatest conversions?

  • What is the right balance of graphics and text?

  • Are you better served sending content with a lot of links or a single focus?

The list can go on to cover elements such as:

  • Personalization

  • Landing pages

  • Day/time sent

  • Length of copy

  • Intro text content

  • Intro text style

  • Body text content

  • Body text style

  • Closing text content

  • Closing text style

  • Bullets or numbering

  • View above the fold

  • Images

  • Pricing

  • Unsubscribe wording

  • Taglines

  • Response buttons/links

  • Colors

  • Coupons/discounts

  • Sense of urgency

  • Press mentions

  • Store locations

  • Conversion—online, phone, or both

  • Animations

  • Charts

  • Strikeouts

  • Signatures

  • Testimonials

  • Celebrities

  • Polls/surveys

  • Multimedia

  • Refer a friend

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