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Not Just a Test

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

By Catherine Seda •

Opinions expressed by Entrepreneur contributors are their own.

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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