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