For many marketers, email testing can be considered the equivalent of flossing. When someone asks if you’re doing it, you say yes (even if you’re not). Why? You know it’s beneficial, it delivers results, and that you should be doing it. However, it takes time, it can be somewhat unpleasant, and you have to remember to do it often (preferably daily) and at a time when you just want to get everything else done so you can move onto the next thing. Everyone knows the consequences of not doing it, and yet, it’s one of the easiest regimens to ignore.
When I first started out with email marketing, I felt lost. I had been handling the blog and social media accounts, then suddenly I had to take on some email duties. I immediately needed to understand things like what a hard bounce was (and how it was different from a soft bounce), how to determine a good clickthrough rate from a bad one, and why my emails looked perfectly fine in Gmail but got completely screwed up in Hotmail.
Brands work hard to establish their identities. Do they match what consumers think? Search data can be a helpful gauge. When people search, they often use a combination of terms. These "co-searches" hint at the mental connections they make among topics, products, objectives, and so on. When looked at in aggregate, this data offers a reflection of how and when consumers are thinking about a brand.
Understanding where and what to test on a website is a process of looking at both quantitative and qualitative data. Yet most digital marketers who practice optimization seem to rely more heavily on analytics while sidestepping one of the most valuable practices of marketing: talking to actual customers.
Mobile is an essential part of a healthy marketing regimen.
“We're seeing many organizations where mobile represents 50 to 60% of the traffic,” says Bernd Leger, VP of marketing for Localytics, a marketing analytics platform for mobile and Web apps. “If that's the case, you have to have a different mind-set of ‘how do we engage users on mobile, and what's that experience like?'”
Jon Gilman, product manager of ....
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