Investing in Testing? These Traps Can Cost You Dearly
While others debate about what to send, marketers who test already have the upper hand on creating content that kills. Previously I discussed the places you should test in your email program, but before you act on your results, make sure you’re analyzing them correctly. You could be passing over the winning result if you fall into these six testing traps:
1. Poor testing conditions: As any scientist would tell you, you need to keep your lab clean. For a scientist this means clean beakers, test tubes, slides, etc. For a marketer it means your email data. Performing tests in an unclean environment can invalidate the results. Until you’re sure your emails are getting to the inboxes of active users, hold off on performing tests, otherwise you may be calling a winning campaign a dud, when the real dud is your deliverability.
The rest of this article can be viewed on eMarketing & Commerce.
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About Tom Sather
Email data and deliverability expert Tom Sather has worked with top-tier brands to diagnose and solve inbox placement and sender reputation issues as a strategic consultant with Return Path. As the company’s senior director of research, Tom is a frequent speaker and writer on email marketing trends and technology. His most recent analysis of new inbox applications’ effects on consumer behavior was widely cited across leading business media outlets including the Financial Times, Ad Age, and Media Post.