Join thousands of weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.


Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Aug 24, 2010

New Chart: The Testing of Email Elements

SUMMARY: We asked 1,493 marketers about which email elements their organizations performed -- or plan to perform -- A/B split or multivariate testing, in order to improve the effectiveness of their email marketing campaigns. Check out this week’s chart to learn which email elements are most commonly tested.
by Sergio Balegno, Research Director

Testing Email Elements to Improve Campaign Effectiveness

View Chart Online
Click here to see a larger, printable version of this chart

Subject lines have long been the easiest and most frequently tested elements, but other key items, such as offers, send time and creative, are being tested by nearly as many organizations. The reason for broader testing is that "tweaking" elements based on testing can produce dramatic improvements in campaign results and has proven to be well worth the time and effort required.

Target market is a key differentiating factor in the likelihood of testing email elements. B2C marketers are much more likely to test nearly every element than B2B marketers.

List size can have an exponential impact on everything from email response rates to campaign ROI. Scale is the reason that large list owners are up to five times more likely to test the elements of their email campaigns than owners of small lists.

For additional research data and insights about email marketing, download and read the free Executive Summary from MarketingSherpa’s 2010 Email Marketing Benchmark Report.

See Also:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.

To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter

*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve Your Marketing

Join our thousands of weekly Case Study readers.

Enter your email below to receive MarketingSherpa news, updates, and promotions:

Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions

Best of the Week:
Marketing case studies and research

Chart Of The Week

B2B Marketing

Consumer Marketing

Email marketing

Inbound Marketing

SherpaStore Alerts


We value your privacy and will not rent or sell your email address. Visit our About Us page for contact details.