The world of advertising has shifted from a one-step advertising funnel to a multi-step funnel, caused simply by the inception of the Internet and the ability it’s given people to easily access content.
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.
For the most part, email subscribers are already customers, and the email marketing channel is used to both create demand and foster loyalty. As a result, metrics like TIS and TINS can serve as a strong indicator of how customers perceive your brand – better than social and better than intrusive website surveys.
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.