#1 Subject lines:
A subject line is a vital part of your newsletter’s success. It’s the first thing people see in their mailbox and can determine if they will click to open—or pass right over it. According to a Hubspot study, 65% of marketers claim that subject lines have the greatest impact on open rates. With A/B testing, you can experiment with different combinations of words, lengths, or even emojis in the subject line to see what resonates best with your followers.
At Content Studio, we produce a weekly e-newsletter for New York By Rail. Every week, we A/B Test the subject line to see which version performs better. EXAMPLE TK HERE.
#2 Calls to Action:
Buy Now! Download this free study! A/B testing is a perfect way to see what kind of messages resonate with your followers. You can also try to determine what kind of graphics—do readers like ‘buttons’ or a link in the body of an email better?
#3 Content:
Try altering the length of your copy; your audience may be part of the “shorter is better” On the other hand, you may discover that one longer articles, vs several chunk-sized bits, works best for your followers
#4 Images:
A/B test different images to see which ones capture the most customer attention. Test whether your readers prefer one large image or several photos in a gallery. Find out if they prefer photos with people’s faces in them or photos without people.
#5 Layout:
The “above the fold” area — the top several inches of your content area — is the most important. Test different layouts and formatting to get your most compelling material in front of your readers as soon as they open your email. CHANGED THE LOOK OF THE NYBR NEWSLETTER
#6 Timing:
Test different send timesand days to determine when readers are most likely to open your emails.
#7 Personalization:
According to several studies, including personalization in your email campaigns can increase click-through rates by more than 14%.