This document discusses improving email conversion rates through testing different elements of email design. It outlines the typical parts of an email like the preheader, subject line, header, call to action, and footer. It then provides examples of good and bad designs for these sections based on testing. Specific elements that can be tested include the from name, subject line text, preheader content, use of images, copy length, and creative content. Additional ways to improve conversion mentioned are segmentation, automated email campaigns, and optimizing landing pages. The key message is that extensive testing of email elements is needed to identify high performing designs and improve email marketing results.
2. 6 Parts of the Human Body
1. Head (Hair)
2. Face (Eyes, Nose, Mouth)
3. Neck & Upper Body
4. Abdomen (Guts)
5. Legs
6. Feet & Toes
6 Parts of an Email
1. Preheader
2. From Name/Subject Line
3. Header, Navigation, Hook
4. Main Call-to-Action
5. “Other Stuff”
6. Footer
Anatomy of an Email
Flickr: patrlynch
3. 6 Parts of an Email (things to test)
1. Unsubscribe button/link
2. Share With Your Network
3. Day of Week
4. Time of Day
5. Frequency
6. Copy / Imagery
7. Rendering
8. Conversion Optimizers
Other things to test
1. Preheader
2. From Name/Subject Line
3. Header, Navigation, Hook
4. Main Call-to-Action
5. “Other Stuff”
6. Footer
Improve Conversions
(Testing)
5. 1. David Axelrod: Who is David? (also too long)
2. concierge: Am I at a hotel?
3. register.welcome: Lazy. Lazy. Lazy.
4. data: Oops (see #3)
5. tim.westergen: I don’t know who that is. Do you?
Bad From Names
7. 1. Don’t miss this: Spammy!
2. A Message from…: I still don’t know who Tim Westergren is.
3. Your upcoming…: Use the data you have.
4. Your receipt…: See #1 and #3.
5. TwitBacks Newsletter: Boooooring.
6. EasyUpdate…: I have no idea what that is? Brand?
7. djwaldow…: Be careful with first name personalization.
Bad Subject Lines
8. 1. WEEKEND CLOSEOUTS…: It works. Trust me (they test)
2. 9 hours only!...: Sense of urgency.
3. Save up to 87%: Random number is catchy.
4. Miles or discount…: Intriguing. I have a choice?
5. 3 Minutes, 52 Seconds: Interest piqued (think: video)
6. REI Subscriber Exclusive…: Exclusivity.
Good Subject Lines
32. << Previous Template
• One column with list
format which created a
very long template
• Not enough imagery to
break up body copy.
New Template >>
• Two column format
allows for a shorter
template and clear calls to
action
• Breaking body copy up
with imagery allows
readers to move through
the template more easily
Creative Testing: Thinkfinity