What Else Can I Test….To Increase Email Click-through?
Email testing produces some of the most interesting results I see here at MarketingExperiments. The cause for this is a combination of constantly changing variables.
For one, content within email tends to change more often than your typical landing page. This makes optimizing for content more challenging as different topics are likely to garner different levels of interest from the segments within your email list. So results will change each month based on the content alone – making A/B testing the only reliable method for measuring progress.
In addition, email lists themselves prove to be a challenge, as what works for one list may not work for another list. Even within lists, especially aggregated lists, you will see different results based on the value proposition, content, layout, and calls-to-action (CTAs) used in your email.
And to further complicate matters, you are still dealing with a funnel process in which your email must first reach a user (avoiding spam filters, personal filters, etc.), your subject line must interest the user enough to open the email, your email must display properly (with images on and off) and be compelling enough to achieve a click-through to your landing page where the battle for a conversion wages on.
In today’s world of overloaded email boxes, people declaring email bankruptcy, spam filters and everything else, this game is only getting more difficult – for marketers and users alike.
With that said, I’d like to offer up my own favorite email testing tricks and tips. It’s important to understand that what works for one segment, list, or industry will not necessarily work for another. In fact what works one month for a list may not work next month. It’s an ever-evolving process in which you must always challenge your own best practices to maximize your results. Read more…

Yet, one social media topic manages to slip through the cracks. And it’s often the first obstacle companies encounter when they decide “social media” is the answer to all of their problems:
In what amounts to five days of epic conversations, presentations and social media events disguised as a “technology conference,” the world (and all of
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