Email marketing still a mystery to some

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email_small.jpgADOTAS — Testing? What’s that?

Despite data showing that testing and optimization increases ROI, e-mail marketing agency eROI recently found that 37.1% of US e-mail marketers did not test their e-mail campaigns at all. According to eMarketer, the most common reason for those who didn’t test was that they did not know how (nearly 33%). Another 27.4% reported not having enough time to do so. A few (8.5%) said they did not actually see the value in testing.

More than 85% of those marketers who tested their e-mail campaigns scrutinized subject lines. Far fewer (54.8%) tested calls to action, and around one-half made efforts to optimize design and body copy.

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For the best time of the day, almost one-half considered midday the optimal time to send marketing messages, followed by the start of the business day.

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Respondents also reported that Tuesday was the best day of the week for marketing e-mails, with Wednesday coming in second.

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