There is a variety of tips and guidelines to optimise email marketing in this blog. One of the best optimisation measures however remains simply to test what works best with users. We have compiled 50 factors which you can test in email marketing.
- Send time (date and time)
- Send frequency (how often do you send emails?)
- Formulation, length and tone of the subject line
- Designed in HTML or text mail
- Content of the pre-header
- Sender name / address
- Height of the header graphic
- Image personalisation or consistent graphic in header
- Different background colours
- Social media buttons at the top or bottom of the email
- Design of the social media buttons (shape, size, official logos…)
- Table of contents as navigation or not
- Casual or formal salutation
- Use personal data (e.g. surname, company, position) or generic salutation
- Use editorial to introduce email or not
- Length of editorial
- Number of columns in the body text
- Length of body text
- Highlight text parts or consistent formatting
- Self-created or curated content or the right mixture of both
- Content exclusively for email recipients or from website
- Bullet points or flow text
- Focus on an individual product or a range of products
- Order of products in the newsletter (e.g. new ones at the top)
- Arrange products individually or in categories
- Number of products
- Change product names in the email
- Length of product descriptions
- Tone of the product description (commercial vs product features vs. benefits…)
- Different (product) images
- Different (product) image sizes
- Different Alt-texts with images
- Use testimonials or not or variety of testimonials
- Use animation
- Use video
- Individual content for different terminal devices (e.g. link to app shops)
- Special offers or full price or the right mixture of both
- Time limits for (some) offers (only until…)
- Length of the time limit
- Cross and upsells with reference to purchase history
- Incentives (discounts vs competitions vs free delivery…)
- Fixed or relative discounts (5 GBP or 5 %)
- Design of call-to-action elements
- SWYN of individual products / articles or the whole email
- Number of links in the email
- Integrate additional banners
- Landing page design
- Import email content from landing page or use different copy
- Different segmenting
- Individualised or uniform emails or different degrees or individualisation