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Optimizing Subscription Paths: How a radical webpage redesign produced a 173% lift in customer response

Wednesday, October 8, 2014
4:00 - 4:35 p.m. EDT

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Research Topics

Site Optimization

Email Optimization

Search Optimization

Marketing Optimization


Training


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"Your emails and website provide the common sense that we often leave at the door to the office."

David Jones
Senior Practice Leader
Kaiser Permanente




"I often change small things across many pages as MarketingExperiments gets me thinking about how to increase the straighforwardness of my pages for the visitor."

Amanda Schaner
Marketing Coordinator
Home Science Tools




"The live web clinics are very humbling. I think we're doing a pretty good job. But every time I attend, I realize we could do things much better for our clients. I consider MarketingExperiments my encyclopedia, and parrot the principles I learn every chance I get."

Troy O'Bryan
Co-Founder and Chief Response Officer
Response Capture, Inc

Home

Email Optimization

1. Email Copy Refined - 07/23/2014 -
MarketingExperiments Web Clinic 2014-07-24
(WatchListen)
Email Copy Refined: How a change in copy approach led to a 37% relative increase in clickthrough rate
Email marketing provides marketers with an effective way to reach customers and prospects alike who have already shown an interest in a company's products or services. So how do you convert that interest into clicks?

Watch this Web clinic replay to hear three key observations for refining email copy that you can use to improve your copywriting efforts.


2. Email Messaging Tested - 02/19/2014 -
MarketingExperiments Web Clinic 2014-02-20
(Watch Listen)
Email Messaging Tested: A recent experiment reveals the two words that increased email clickthrough by 13%
At the heart of every email marketing message is an implied psychological cost in the mind of the recipient. If that cost is too great, customers will delete your email and likely move on to the next message in the slush pile.

So how do you write effective email copy that delivers just the right amount of value to delight your customers into action? Watch this Web clinic replay for the results from a recent experiment with an audio technology company that you can use to aid your copywriting efforts.


3. Subject Lines that Convert - 11/27/2013 -
MarketingExperiments Web Clinic 2013-11-27
Subject Lines that Convert: A review of 100+ successful subject lines reveals what motivates people to open (or delete) an email
When you think of email campaigns today, it's easy to feel overwhelmed by the war for attention being waged in everyone's inbox.

Watch this Web clinic replay to learn about two approaches you can use to increase customer interest in your subject lines.


4. Are Letter-Style Emails Still Effective? - 10/02/2013 -
MarketingExperiments Web Clinic 2013-10-03
Are Letter-Style Emails Still Effective? New research reveals how customers read emails today
When you think of email campaigns today, it’s easy to feel overwhelmed by the war for attention being waged in everyone’s inbox.

Watch this Web clinic replay to learn about three key principles every marketer should know for crafting effective email messages.


5. How You Can Use Email to Discover the Essence of Your Value Proposition (in 5 Simple Steps) - 04/17/2013 -
MarketingExperiments Web Clinic 2013-04-18
How You Can Use Email to Discover the Essence of Your Value Proposition (in 5 Simple Steps)
Watch this Web clinic replay to learn a five-step process for using email to discover your value proposition.


6. The Web as a Living Laboratory - 03/07/2013 -
MarketingExperiments Web Clinic 2013-03-07
The Web as a Living Laboratory: The Three Most Important Discoveries from Over a Decade of Experimentation
What if there was a way to use every email campaign to learn more about your customers?

Watch this special Web clinic replay, recorded live at MarketingSherpa Email Summit 2013 in Las Vegas, to learn how you can apply three of the most important discoveries from a decade of experimentation to your email marketing campaigns and build your customer theory.


7. Email Copywriting Clinic - 02/13/2013 -
MarketingExperiments Web Clinic 2013-02-14
Email Copywriting Clinic: Live, on-the-spot analysis of how to improve real-world email campaigns
How do you write the subject line, first sentence, body copy and call-to-action in an email?

Watch this Web clinic replay to learn how you can apply six email copywriting principles to your marketing campaigns.


8. When Should You Send An Email? - 01/23/2013 -
MarketingExperiments Web Clinic 2013-01-24
When Should You Send An Email? How one of the largest banks in the world discovered when to send its emails
Do you know the optimal time to send your next marketing email?

Watch this Web clinic replay to learn how you can apply five email timing factors to your marketing campaigns.


9. Subject Lines Tested - 05/23/2012 -
MarketingExperiments Web Clinic 2012-05-24
Subject Lines Tested: How to write subject lines that double your clickthrough rate
A few weeks ago, two marketers like you DOUBLED the clickthrough rate of one of our internal marketing emails.

And, the only variable tested was the subject line.

This Web clinic replay studies that test in depth to teach you how to write subject lines that double your clickthrough rate.


10. Email Messaging - 11/16/2011 -
MarketingExperiments Web Clinic 2011-11-09
Email Messaging: How overcoming 3 common errors increased clickthrough 104%
Most email messages, even semi-important ones without sales pitches, get deleted without even being read every day. What happens when your ideal prospect receives yours? Do they even stop to notice? Or do they file it away in the special destination reserved for every hype-laden, sales-driven message they receive — the crowded "Trash" folder?


11. Crafting an Engaging Email Message - 02/17/2011 - How a properly focused email message can increase conversion by 85% (a special live optimization clinic)

Your ideal prospects delete most of the emails they receive each day. What happens when they receive yours? Do they even stop to notice? Or do they file it nicely away in that special folder reserved for every hype-laden, sales-driven, marketing-bloated message they receive – the crowded “Trash” folder? How do you ensure your email doesn’t get lost in the shuffle? According to Dr. Flint McGlaughlin, CEO (Managing Director), MECLABS, one principle is key – the objective of an email is to get a click.



12. The Five Best Ways to Optimize Email Response (Part 3) - 03/04/2010 - Special live optimization web clinic

Over the past several weeks, the MarketingExperiments team has taught extensively about the principles we've discovered from email marketing experimentation and how marketers can apply them to optimize email response.



13. The Five Best Ways to Optimize Email Response - 02/11/2010 - How to craft effective email messages that drive customers to action

Where is your greatest opportunity to increase email marketing ROI, and how can you capitalize on it?



14. Maximize your Agency ROI - 01/13/2010 - How adding science to the creative process reveals a 26% gain

Creative – it's the line item in many marketing budgets that is often the hardest to judge…let alone actually measure.

What are you getting for this spend? How do you know if this investment is having an impact on your bottom line? And which creative execution should you pick?



15. Optimize your Email in Three Steps - 12/02/2009 - How one marketer tripled revenue from their house list

Your peers’ biggest email marketing challenge (88% find it very important) is to retain existing customers, according to the MarketingSherpa 2010 Email Marketing Benchmark Report. Cost-conscious organizations are trying to offset the impact of the recession by keeping what they have.

In our December 2 clinic, the MarketingExperiments team shared research which illustrated how to increase email ROI from your current subscribers in a time of decreasing demand. President Greg Burningham and researchers Boris Grinkot, Heather Andruk, and Corey Trent discussed the three steps to a successful email campaign.



16. Email Optimization - 03/18/2008 - How Relevance Lifts Conversions

Anyone who has set up an email campaign knows many factors need to be considered before hitting the Send button:

  • Quality of leads and lists;
  • segmenting and targeting;
  • envelope fields;
  • copy content and length; and
  • where prospects or subscribers end up once they click through to the offer.

Mastering any process requires knowing where to begin, and email optimization is no exception.

This brief introduces a symbolic notation illustrating our approach to that process: The MarketingExperiments Email Optimization Sequencesm.

We are seeking answers to two key questions:

  1. What is the most effective way to approach an email messaging optimization project: Where should you begin?
  2. As you begin, what role does Relevance play in the optimization process?


17. Email Marketing Tested, Part 2 - 05/02/2007 - What Makes Email Marketing Copy Effective (or Ineffective)? Part 2 of 2

Email has become an extremely powerful marketing tool. In fact, U.S. firms spent 400 million in 2006.

Our research has identified 7 distinct factors of email marketing campaign effectiveness. Not surprisingly, body copy is among the factors with the greatest impact (highest coefficient).



18. Email Marketing Tested - 04/12/2007 - What Makes Email Marketing Copy Effective (or Ineffective)? Part 1 of 2

Email has become an extremely powerful marketing tool. In fact, U.S. firms spent 400 million in 2006.

Our research has identified 7 distinct factors of email marketing campaign effectiveness. Not surprisingly, body copy is among the factors with the greatest impact (highest coefficient).



19. The Impact of SPAM on Email Tested - 06/01/2005 - We investigate the new CAN–SPAM law and find how one major retailer risked a minimum $41,500 fine just by sending holiday emails to its customers.

20. Ezine Advertising Tested - 11/18/2004 - How our 18 tested techniques can optimize your email newsletter advertising campaigns

21. Welcome Message Sequence Tested - 09/15/2004 - How our test site utilized its welcome message sequence to create a 13.5% return visitor rate in the first five days.

22. Effective Email Campaigns - 03/09/2004 - How Our test Site Boosted Sales by 49%

At MarketingExperiments.com, we have repeatedly stressed this point: The best publishers are good retailers; the best retailers are good publishers.

However, many pure retail operations ...



23. Email Capture Tested - 01/06/2004 - Two Simple Scripts for New Pop-Up Windows that Maximize Email Capture and Minimize Annoyance

24. Email CaptureTested, Literature Review - 01/06/2004 - As part of our research, we have prepared a review of the best Internet resources on this topic. This comprehensive study represents many hours of labor

25. Email Capture Popups Tested, Section 1 (Research) - 03/05/2002 - How To Glean More Addresses Without Annoying Your Site Visitors

26. Email Capture Popups Tested, Section 2 (Analysis) - 03/05/2002 - How To Glean More Addresses Without Annoying Your Site Visitors

27. Opt-In List Builder Tested, Section 1 (Research) - 10/05/2001 - We track 1600 names to test the quality of subscribers added through an opt-in list building campaign.

28. Opt-In List Builder Tested, Section 2 (Analysis) - 10/05/2001 - We track 1600 names to test the quality of subscribers added through an opt-in list building campaign.

29. Update: Ezine Promotion Tested - 05/20/2001 - We test 36 directories, announcement lists, and review sites...

30. Ezine Promotion Tested, Section 1 (Research) - 03/20/2001 - We test 36 directories, announcement lists, and review sites...

31. Ezine Promotion Tested, Section 2 (Analysis) - 03/20/2001 - We Test 36 List Directories And Review Sites