Advanced email testing is an essential part of any email marketing strategy as it can reveal deep insights about customers and help identify which email strategies and tactics are most effective in driving revenue. It involves setting up a testing plan, choosing the right success metric, testing beyond the subject line and call to action, continually testing, and rolling out results to the rest of the marketing team. Challenges such as lack of knowledge and resources, as well as losing sales from customers, can be overcome when done right.
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When done right, testing is a revenue driver for the email channel. Companies should consider it an investment, not an expense.Whenever I meet with a new email marketing team, one of my first questions is “What kind of email testing do you do?”Often, the answer is “We tried that, but it didn’t work out.” Or “We don’t have enough time between campaigns to think about testing.” Another popular answer: “We always test the subject line and go with the one that gets the most opens.”If you see yourself in any of these answers, don’t feel bad. A/B or A/B/n testing
Five ways advanced email testing can help you send better email was originally published on Holistic Email Marketing