A lot has been written about how to pursue Email Marketing Optimization, often with emphasis on tactics like subject line testing, email creative testing, and landing page optimization for email campaigns.

All great topics, but what I haven’t read about is an overarching framework to use while doing email optimization that will guide you through the process in a strategic way. In my day-to-day world of Conversion Optimization, there are many frameworks that one can follow. For example, the Persuasion Architecture™ developed in the early days at FutureNow, or the LIFT Model™ used by WiderFunnel up in British Columbia.

These frameworks give you guideposts to follow, things to think about, and ways to prioritize work in the field of Conversion Optimization. Maybe some experts have developed similar frameworks for Email Marketing that I don’t know about?

No matter: I’ve got one that I think will work! But I didn’t invent the framework “AIDA,” I’m just going to map it to Email Marketing optimization. Continue reading →