Email Marketing News
Email marketing testing 'is essential'
Monday, 15 September 2008Businesses need to conduct email marketing testing more than ever during the current economic climate, it has been claimed.
Aaron Smith of the Email Insider blog said that with testing likely to result in higher return on investment, it is essential to carry out regular checks as the economy continues to tighten.
He explained that such testing does not necessarily need to be complex, as simple A/B tests can do much to help a company assess the effectiveness of their email marketing strategies.
Testing should be controlled, easy to comprehend and fully integrated into the overall email marketing process, Mr Smith recommended.
"Don't be hesitant to run the same tests every few months. Effective subject lines, for example, are a constantly moving target and what works well today may not be very effective in three months," he commented.
This follows a post by David Baker on the same blog last week calling on marketers to conduct group testing to provide a more scientific way of measuring email effectiveness.