Daniel Burstein

Email Marketing: Landing page testing less popular but more effective

July 25th, 2012

Some interesting research from the MarketingSherpa 2012 Email Marketing Benchmark Report (free excerpt at that link) shows the popularity and effectiveness of testing different elements in the email marketing funnel:


Click to enlarge


Share the headline of that chart with everyone on your marketing team – landing pages found to be more effective element to test than subject lines.

“One of the more interesting discoveries was that the most popular testing elements were not always the most effective,” said W. Jeffrey Rice, Senior Research Analyst, MECLABS, and lead author of the report. “In the chart above, two of the least tested elements, landing page and target audience, were found as the most effective elements to test.”

Sure, we all test subject lines (well, 72% of us anyway), because it’s just so darn easy. Yet, only 35% of marketers consider subject line testing to be very effective.

However, only 32% of marketers test landing pages (you mean I have to try to get something through IT?), while 41% of marketers consider landing page optimization to be very effective.

And on the face of it, it makes sense. The deeper you test in your funnel, the more of an impact you tend to have on the metrics that really matter, like revenue. So while subject lines might increase your open rate, landing page optimization helps you increase conversion for more valuable metrics such as lead capture or actual purchases.

So, buy a few pizza pies (or zombie brains or whatever it is they eat) and some Mountain Dew for the nice folks over in IT, and start planning a few landing page tests.


Related Resources:

Landing Page Optimization: Radical redesign leads to 3,566% increase in conversion

Landing Page Optimization: How to start optimization testing and get executive support

Webinar Replay — Optimizing Landing Pages: Three Keys to Increasing Conversion Rates

Common Landing Page Mistakes: Too simple of a landing page for a complex sale (via MarketingExperiments Blog)

Landing Page Optimization: 36 articles and resources to help you complete your next LPO project (via MarketingExperiments Blog)

Daniel Burstein

About Daniel Burstein

Daniel Burstein, Senior Director of Editorial Content, MECLABS Institute Daniel oversees all editorial content coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the editorial direction for MECLABS – working with our team of reporters to dig for actionable information while serving as an advocate for the audience. Daniel is also a frequent speaker and moderator at live events and on webinars. Previously, he was the main writer powering MarketingExperiments publishing engine – from Web clinics to Research Journals to the blog. Prior to joining the team, Daniel was Vice President of MindPulse Communications – a boutique communications consultancy specializing in IT clients such as IBM, VMware, and BEA Systems. Daniel has more than 15 years of experience in copywriting, editing, internal communications, sales enablement and field marketing communications.

Categories: Email Marketing Tags: , , , , ,

  1. July 27th, 2012 at 11:49 | #1

    Nice post! Thank you for sharing these stats. I find it interesting that target audience is considered slightly more effective and is slightly less used than landing pages. Our email advertising platform will automatically target to the people most likely to respond to an offer, so we also find that type of testing very effective.

  2. Joe
    August 4th, 2012 at 09:54 | #2

    Were these results for Consumer or BTB campaigns?

    • John Tackett
      John Tackett
      August 6th, 2012 at 09:34 | #3

      Hi Joe, great question! The results are based on 2,735 marketers who participated in the MarketingSherpa 2012 Email Marketing Benchmark Survey. Some further insights on the participants can be found on page 2 in the free report excerpt. A link to that free excerpt is provided in the opening of this article. Check it out and happy testing.

  3. August 6th, 2012 at 09:25 | #4

    It completely makes sense as you state, but the barrier of having to make changes that requires more effort is what stops many marketers going ahead and doing so. This is why so many elements of digital marketing need to work fluidly together if they are to succeed.

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