6 Different Things to Test in Your Emails

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Email marketing success boils down to effectively testing all the different elements of your campaign. By testing different tweaks and variations, you can clearly see what changes improve performance and which ones cause a decline.

But what exactly should you be testing out different versions of in your emails? Here are 6 things to get you started.


  1. Subject lines—The subject line is often cited as the most important part of the email. It’s what recipients first see, and it plays a big role in determining whether or not they’ll actually open the email. Test out different subject line variations to find a formula that gets you the highest open rates.
  2. Number of links—A lot of studies have been done to see what the ideal number of links is to place inside an email. More seems to be better, but what is too much? You need to test different numbers of links in your emails to see what drives the most traffic and the highest quality of traffic.
  3. Link placement—Staying on the subject of links, studies have shown that link placement also affects click-through rates. That means you need to test placing your links in different spots in your message to identify the sweet spots that get the highest number of clicks.
  4. Calls to action—The call to action is always important in getting clicks and making sales. Not only do you need to test different offers, but you also need to try changing the wording and location of your calls to action.
  5. Personalization—The studies on personalization in emails are so contrary to one another that it’s impossible to know what to believe. That’s why the best thing to do is to test it for yourself. Try personalizing some of your emails to see if it influences performance at all.
  6. Overall layout—I think too many marketers tend to overlook the actual design of their emails. Email design is very important and plays a huge role in the effectiveness of your campaign. How the information is presented is just as important as the information itself. So, try different layouts to see what works best for you.


What are some other things you test in your emails? Let us know by leaving a comment below.

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