The Whitelist

Yesterday we talked about how to do an A/B split test. Today in MediaPost’s EmailInsider blog, Chad White talks about the importance of A/B tests…timely! But he also goes further in suggesting some unusual email marketing elements to test.

Savvy email marketers know there’s a wealth of information to be gleaned from their email service provider’s (ESP’s) reporting tools. But despite the depth of that data, you’re not learning anything new. If your open rate is 32%, for example, then that’s your open rate. It might be higher or lower than your last campaign, but you won’t know why.

Unless you test.

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