30+ elements you can test in any email campaign

1. Web Assocation | Email Marketing
Cleveland, OH: May 25, 2011
30+ Email Testing Elements and Variables
1. Subject Lines 5. Body Copy
a. Personalization a. Length
b. Tone/Personality b. Headlines
c. Length c. Tone
d. Newsletter Name vs. Contents d. Personalization
2. Email Coding and Setup 6. Offer Variables
a. “From” Email Address a. Limited (Time or Quantity)
b. “From” Sender Field b. Percentage Savings vs. Dollar
c. Pre‐Header Copy Savings
d. Alt Tags c. Perceived Value vs. Price
e. Width of Email d. Free vs. Reduced
f. Email Footer e. Incentives/Giveaways
3. Calls to Action f. Offer placement
a. Types (buttons, banners, text 7. Timing
links, text only) a. Day of Week
b. Copy b. Time of Day
c. Placement c. Frequency
d. Number of Placements d. Recency
4. Design and Imagery e. Reminder Email
a. Image Placement
b. Amount of Imagery
c. Complexity
d. Background images
e. Colors and Shading
f. Text Only
g. Types of Images (Lifestyle,
Hero, Product)
Source: “Use of Testing in Email Marketing”, eROI.com
(http://bit.ly/jFKhI6)