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Among the many strengths of email is that it enables marketers to track and report on subscribers’ behaviors. This also makes email an ideal medium for testing and optimization. Lists can be segmented and tracked separately, A/B tests can be run on small groups, and winning tests can be rolled out to larger audiences.
Savvy marketers understand the importance not only of testing to increase performance but of choosing the right types of tests to run. They also understand that what worked previously or for one email program may not work today or for another program. This is the reason that the answer to most questions regarding email marketing is “It depends; test it.”
The secret to successful email testing is to develop a hypothesis of what you want to test and to keep a log of the results to see if your original assumptions were correct. Change only one thing per cell, and be sure to track all the way through to conversion.
One of the key challenges with optimization testing in email is ...
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