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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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What Is the Most Important Thing to Keep in Mind When Testing?

Just keep testing. It is a discipline you must commit to if you want to see your email’s success soar. You can’t rest on the results from a test a year or two ago, because the rules are always changing. Anything can be improved and everything is up for grabs. If someone has an idea on how to improve the program, try it. If the idea fails to improve the program, scrap it and move on. No big deal. The organizations that embrace testing as an integral part of their programs simply outperform those that don’t.

Now we understand what elements we can test. For those who have not tested before, I want to add some urgency here. You must start with something. It doesn’t have to be complex. It can be the subject line test at the beginning of the chapter if you want to help me sell my book. Again, we all agree that relevance drives success, so look for areas to test around the theme of relevance.

If you’re selling something, you’ll probably want to do a simple variable test to ensure that your offer is the best offer possible (e.g., do people react better to dollars off or a percentage off ?). As a reminder, you should keep all other variables consistent when engaging in A/B testing. Unlike multivariate testing, all other things must be equal for the email results to tell you a winner. Timing is a variable just like any other. If you do want to test the best day to send, you should be sending the exact same email with the same ...

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