Step 4: Test Your Campaign

You need to consider numerous factors when testing an e-mail marketing campaign:


You need to identify a portion of your target universe that you will use as a testing audience for your e-mail campaign. I recommend testing at least 25,000 names for any given set of target demographics. You need a decent amount of scale to see some success from it. Anything smaller than 25,000 addresses is really too small for you to determine whether your campaign is working for you.

E-mail marketing works best when you work with a larger universe. A strange phenomenon occurs in e-mail marketing, which I often refer to as the “law of large numbers.” Basically, the law is: “The larger your target universe, ...

Get The New Rules of Lead Generation now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.