More than a third of e-mail marketers are not testing their campaigns, according to a study recently released by marketing services firm eROI.
And of the just over 37% who said they aren’t testing their e-mail campaigns, almost 33% said it is because they don’t know how, according to eROI.
Also, 27% of those who don’t test said their campaign timelines are too short to do it, according to eROI.
Thirteen percent said their e-mail platform doesn’t have testing capabilities and 8% said they don’t see the value in testing, according to eROI.
However, 63% of the marketers surveyed said they are testing at least some element of their e-mails, according to eROI.
Not surprisingly, the top-tested element tested is the subject line. Eighty five percent of those who said they tested their e-mail marketing said they tested subject lines.
The second most tested elements are calls to action with 55% or those who test saying they test them, according to eROI.
Fifty one percent of those who test said they test design and imagery and 49% said they test body copy, according to eROI.
Forty two percent of those who test said they test offers and 37% said they test timing, according to eROI.
Of those who said they test timing, 38% are testing time of day, according to eROI.
Of those who are testing time of day, 49% have found that sending between 10 a.m. and 2 p.m. is best, while 32% have found that sending between 6 a.m. and 10 a.m. is best, making those two time windows Nos. 1 and 2, respectively, according to eROI.
Get the whole report here.
