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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

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Chapter 10 Review

  • Testing gives us the ability to see every aspect of our marketing as it unfolds. With that kind of insight, we can fine-tune our marketing and constantly focus on improvement.

  • A/B testing means that you are simply testing one sample against another. A/B tests can be completed using subject lines, layout, copy, and more.

  • With an A/B test, you want to make sure you test one variable at a time. All other elements (including time of send) should remain the same.

  • While A/B testing is an effective means of fine-tuning your email program, multivariate testing offers some significant advantages. You’ll know the “winning combination” sooner, and it’s less expensive and time consuming.

  • For either A/B or multivariate testing, I recommend these steps to get started: get organized, decide what you want to test, decide which segments you will test against, and create your test groups by selecting random samples.

  • Ultimately, testing gives us the chance to act like real marketers driving real actions. We get to play in a giant sandbox full of data, creative, and strategies in attempt to build the biggest castle for our organizations.

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