EMAIL STRUCTURE TESTING FRAMEWORK:
STRUCTURAL VARIATIONS:
STRUCTURE A - TRADITIONAL (Paragraph format):
• Opening paragraph (problem/compliment)
• Middle paragraph (solution/value)
• Closing paragraph (CTA)
• Length: 150-200 words
STRUCTURE B - BULLET POINT (Scannable format):
• Brief opening sentence
• 3-bullet value proposition
• Single sentence CTA
• Length: 100-150 words
STRUCTURE C - QUESTION-BASED (Interactive format):
• Opening question
• Brief answer/insight
• Follow-up question
• Meeting request
• Length: 75-125 words
STRUCTURE D - STORY FORMAT (Narrative approach):
• Client success story (2-3 sentences)
• Parallel to prospect situation
• Natural transition to meeting
• Length: 125-175 words
FORMATTING TESTS:
TEXT FORMATTING:
Version 1: Plain text only
Version 2: Bold key phrases
Version 3: Italics for emphasis
Version 4: Mixed formatting
WHITE SPACE USAGE:
Version 1: Dense paragraphs
Version 2: Single sentence paragraphs
Version 3: Bullet points + spacing
Version 4: Mixed formatting with breaks
MOBILE OPTIMIZATION:
Version 1: Desktop-first design
Version 2: Mobile-first design
Version 3: Responsive adaptation
Version 4: Mobile-only optimization
TESTING METHODOLOGY:
STRUCTURE TESTING (Week 1-2):
• 500 emails per structure variation
• Randomized by industry and role
• Measure engagement patterns
FORMATTING TESTING (Week 3-4):
• Apply to winning structure
• Test formatting variations
• Focus on mobile performance
SUCCESS METRICS:
ENGAGEMENT METRICS:
• Read time (if trackable)
• Click patterns within email
• Response quality and length
• Forward/share rates
CONVERSION METRICS:
• Reply rate
• Meeting booking rate
• Positive vs. negative responses
• Time to response
USABILITY METRICS:
• Mobile open rates
• Desktop vs. mobile engagement
• Scroll depth (if trackable)
• Delete/archive speed
ANALYSIS FRAMEWORK:
• Structure performance by audience type
• Formatting impact on different email clients
• Mobile vs. desktop performance differences
• Correlation between structure and response quality
