**Module:** Email Marketing

A/B testing, open-rate tracking, and click analytics let you continuously improve every campaign you send.

## Copy

Email marketing that doesn't improve over time slowly loses effectiveness. Campaigns get sent with subject lines that seem reasonable, but nobody knows whether better options exist. Open rates decline gradually enough that nobody notices until significant engagement has been lost. The business that could be optimizing their campaigns instead runs them on autopilot, leaving improvement opportunities unexplored.

This module makes email optimization systematic. A/B testing compares subject lines, content, and send times to identify what actually works with your audience. Open-rate tracking reveals which messages earn attention and which get ignored. Click analytics show which content drives action versus which disappears without response. Improvement becomes evidence-based, not assumption-based. The result is campaigns that get better over time, not campaigns that plateau.

For copywriters: Focus on the optimization gap—the improvement left on the table by campaigns that never get tested. Position testing as the mechanism that reveals what's actually working. The audience should recognize their own campaigns that could be better but haven't been tested.

## Ideas

- **Angle:** Optimize campaigns with data, not assumptions—testing that reveals what actually works with your audience
- **Audience:** Email marketers, marketing managers, e-commerce operators, growth marketers
- **Pain points:** Untried improvements, declining engagement, assumption-based decisions, stagnant campaigns, lost optimization potential
- **Outcomes:** Evidence-based optimization, improving campaigns, higher engagement, data-driven decisions, campaign effectiveness gains
- **Vertical spins:** E-commerce (conversion optimization), B2B (open rate improvement), nonprofits (donor engagement), media (subscriber retention)