Mark Brownlow of Email Marketing Reports often collates valuable information that we might otherwise miss. Most recently, he reported on the successful test results achieved by various email campaign tweaks. If you need some inspiration for your own efforts, consider findings like these:

• Adding an extra link within the teaser text improved clickthroughs on average 25.8% to an online article for one B2B content publisher.
• Groupon added an unsubscribe link at the top of its email message. Result: Spam complaints dropped 30%.
• An investment newsletter publisher tested "Send My Free Report" versus "Start My Free Subscription" on the signup button. The latter wording decreased conversions 22.9%.

Brownlow cautions, though, that your results may well vary from the ones he presents. That's because:

• Every situation is unique. "That's why we test in the first place," he says, "because we can never be quite sure how our audience responds to one or another email change."
• Results are not sacrosanct. The numbers you see today might not be the results you see next month or next year; testing is an ongoing process.
• Success might not be obvious. "One subject line alternative might have the lowest open and click rates," he explains, "but produce the highest volume of sales."

The Po!nt: Hunt, gather—and test. Although you can learn creative approaches from success stories like these, the only way to make sure a tactic will work for your audience is to test, test and test again.

Source: Email Marketing Reports. Read the full post.

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