O'Reilly logo

Email Marketing by the Numbers: How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level by Ali Sales, Chris Baggott

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Getting Started with Your Test

The first step in testing is getting organized. You’ll want to log your results so that you have ongoing record, notes, and analysis of your tests. I suggest setting up a simple spreadsheet grid like the one pictured below:

TestEmail IDElement TestedResult Rate Click (%)
Version A4567825% off today only47
Version B54679$10 off today32

In this case, it’s a simple matter of version A testing a “percent discount” versus version B testing a “dollars off” offer. The measure of initial success was the click-through rate. The email ID allows me to look up the actual email in my ESP software to review the elements and maintain consistency next time. I say “next time,” because I’ll use the winner as my control version the next time around and test a new version against it. Without record of your tests, you’ll mentally lose track at some point.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required