The 25 Elements Marketo Tests in Emails

Here are 25 elements you can test in your emails:

1. Subject line
2. From name
3. Day of week sent
4. Time of day sent
5. Cadence
6. Links vs. buttons
7. Image-based CTAs vs. HTML CTAs (aka bulletproof buttons)
8. HTML vs. text
9. Subject line character length
10. Social sharing icons
11. Preheader text (text preview following the subject line)
12. Personalization–first name, company name, address, etc.
13. Header height
14. One column vs. two columns vs. three columns
15. Video in email
16. Using lists and numbers
17. P.S. note in email footer
18. Using trust icons
19. CTA placement
20. Short copy vs. long copy
21. Social proof
22. Mobile optimization
23. Special characters in subject line
24. Declutter
25. Resending to non-openers

For more resources on email marketing, check out our blog on Tips & Tricks for Optimizing Your Emails as well as our Email Marketing Best Practices.

Happy testing!