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Email Marketing Guide 4: Testing & learning

1. Introduction

Email marketing is very cyclical by nature - it's never 'finished' and that is the beauty of it. The cycle includes: Test, send, analyse, improve and repeat. One of email marketing's biggest benefits is the ability to quickly and inexpensively test and optimise offers and calls to action.

Your email marketing campaigns will only be as effective as the quality and depth of knowledge you have on your database. The aim of email testing is to understand what works with YOUR database of customers and subscribers. Even if you are starting out with just an email address - your goal will be to learn more about your subscribers, in turn allowing you to provide more relevant and targeted content with each mailing. This will increase the cost effectiveness of your mailings and the benefits of using email marketing.

Before you begin sending, review your products/services' life cycles. These will range from short to long sales. This information will affect the content, timing and frequency of your mailings - as well as your conversion rates.

Whether you are a seasoned number cruncher or just understand the basics, you can benefit by testing before you send, analysing and making changes before sending the email.

Related article: The key to successful email marketing: relevant, targeted, and timely emails.

Areas covered in this guide

• > Introduction
• What to test in email marketing
• How to Test
• Analysing and Learning