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SUMMARY: Which email elements do you test most often? Which elements do your peers test most often?
Read on to see the most popular campaign elements to test, and then let us know which elements you test (and why) for a chance to be published in a future blog post. |
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Hi, I'm somewhat surprised at the relative positions of email specifics versus call-to-action (which I assume means "offer"), and target audience. Part of this may be due to how the question is worded and whether recipients view the whole email interaction as "test-able" or just campaign specifics. As an email marketer who came out of a direct marketing background, the target audience has always been viewed as the most important factor in an email success, followed by the offer (call-to-action), and then by creative specifics of the email such as subject line, copy, length, graphics, etc. There's a common-sense logic to this in the sense that the offer and email specifics won't matter if it's going to the wrong audience, and the email specifics won't matter if it's going to the right audience but with the wrong offer. On the other hand, if both the audience and offer are right, then the email specifics can be tweaked to communicate better.