A Guide To Effective Email Testing: Best Practices For Campaign Analysis And Optimization

05/27/2009

Tags: Marketing Services,

During tough times when budgets are tight & resources constrained, running well-planned, methodical testing of email campaigns allows you to gain a detailed & accurate understanding of your customers.

Description

Permission-based email marketers have the unique ability to quantifiably determine exactly which messages resonate best with their customers. Despite this explicit advantage, 20 percent of marketers say that they do not perform any testing on their email program, and 55 percent say they perform only some testing on an ad hoc basis with a limited number of elements. This shows that many businesses still rely on deductive reasoning or occasional, high-level testing to determine the key aspects of their campaigns. This kind of inattention can lead to missed opportunities, increased attrition and diminishing returns, but can easily be avoided through the use of best practices and statistical analysis.

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