The irony of being a usability professional is understanding that overlooking the obvious is something most users do. Designers, developers, content writers, and other web professionals are so heavily involved in their responsibilities on a website that they overlook obvious (and even essential) content guidelines.
Your homepage is probably the most visited page on your website — in fact, for the majority of websites, it typically receives more than 50% of all visitor traffic. In light of that, shouldn’t it be converting more visitors?
Freshening up your email campaign gives you the opportunity to try out new things — maybe a new call-to-action will increase conversions, or a new sidebar will bring more clicks to your website. A new look can also relieve subscriber fatigue. Looking at the same old thing all the time might get boring for your subscribers.
One of the great tools that Web designers and developers have had for a while now is conversion optimization. This gives us the ability to test how a design or copy change can impact what a visitor does on the website.