When it comes to Email, Copy is King

In November, 2006 MarketingSherpa conducted a landmark study – the largest ever survey of its kind – polling 3,637 email marketers and employees at agencies around the world. They asked, “Which creative email tests give the best ROI (return on investment)?”

They uncovered some VERY interesting findings. Among their favorite result – and mine – “copy really, really matters. The top three best ROI tests were more to do with words (copy, offer, subject line) than with design or graphics.”

The study also showed that “testing in and of itself increases ROI. In every case, more than 50% of marketers improved ROI (even if only moderately) by testing.”

This reinforces the old direct marketing axiom test, test, test. Test copy, landing pages, subject line, offers. Test calls to action. It’s the proven way to improve your results.