Email optimization — 57% gains break through the doom and gloom

Judging by some recent articles, the topic of email marketing might soon become as polarizing as politics.

Some say email is dead or dying, either at the hands of social media and millenials, or due to its own long history of abuse and misuse. Most of us have lost patience with email thanks to spam, viruses, and irrelevant offers, so those arguments certainly carry some weight.

Meanwhile, for some, email is “still the most effective channel out there,” and a 40% growth rate for (at least) one ESP last year suggests it’s still a bit early to start playing the funeral march.

Whichever side of the fence you’re on, the bottom line is, email marketing certainly isn’t about to vanish overnight.

Most marketers just want to know how to grow their opt-in list and squeeze out every last cent in conversions.

In a nutshell, that was the focus of our most recent web clinic, Email Optimization: How to improve ROI from capture to conversion.

You can now access the Jan. 21 clinic in three formats for your convenience:

• View the complete presentation (slides and audio)
• Read the print-friendly research brief with additional links
• Listen to the MP3 version

Given that our web clinics are an hour long, our team didn’t pretend to provide a cure-all for the major issues facing email marketing.

But the case studies we presented showed how a handful of minor changes to email capture pages increased sign ups by 49% and optimizing email body copy achieved gains of 54% and 57%.

If you were to test some of those ideas, and get similar results, chances are you’d be in the camp that’s feeling pretty positive about email, no?