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The Email Acid Test
July 7, 2006
I found this from Glen Tomlinson. A good litmus test for your best practices in email marketing.
A/B testing or split list testing is a simple and relatively easy method for testing the various elements of your marketing campaign. You divide your customer base into two equal groups, and then expose the first half to one version of your message, and the other half to an alternative version with slight changes. You then track both sets of results and determine which elements provide the best returns.
Email is ideal for A/B testing because of the immediacy of the response to your communication. Within days, your campaign will yield all the information you need to determine which elements were successful, and which were not. For maximum return on your email investment, testing should become a regular and disciplined activity.
Let’s take a look at a few simple elements of an email that should be tested in order to maximise your email performance
Posted by dylan.
