CHAPTER 7

Optimizing Emails and A/B Testing

When is the right time to send an email? Is this the best subject line? Should I use the green background or the blue background? The answer to these questions and others is often “it depends.” That is not the answer most people want to hear but it is the smart answer when considering the likely heterogeneous and complexly configured characteristics of your audience in relation to the goal of the email. For example, according to the 2013 Email Marketing Benchmark Report by MarketingSherpa (2013), retail and B2C ecommerce companies report greater effectiveness for emails sent on Mondays and Tuesdays than on any other days, while Videogame and Software companies are better off sending on Tuesdays and ...

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