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Not Just a Test

Want better results from your e-mail marketing, but don't know where to start?

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This story appears in the July 2007 issue of Entrepreneur. Subscribe »

According to the 2007 Email Marketing Benchmark Guide" survey conducted by MarketingSherpa, you should test the words you write first. That's because the e-mail tests that give the highest ROI are about copy performance.

Landing-page copy tests scored best. An estimated 43.2 percent of those surveyed gave it a "high ROI" rating. The A/B testing of e-mail offers ranked second (40.7 percent). Subject-line tests were a close third (40 percent).

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