Increase Response to Your E-mail Campaigns

6. Test landing pages. As the last stage between clickthrough and conversion, where you send those customers who come to your site through e-mail can have a big impact on whether they buy, DoubleClick's Kirby says.

He recommends testing landing pages that relate to the e-mail content, again considering whether your audience is more interested in informational or promotional content. Are you taking your customers to your homepage, category page, product page or straight to checkout? All are viable options. What's left for you is to close the loop and test to which option your customers respond, Kirby says.