For years you could ask virtually any ESP or email industry expert a question about best practices and get the answer, “It depends.” What’s the best subject line length? It depends. What’s the best send time? It depends. What’s the best call to action? It depends. And that answer used to be an accurate one, […]
Test, test and test again…that’s a mantra you’ll hear a lot from this email marketing consultant, because it is only by testing that you can continually improve what works for your organization. Why email best practices alone aren’t enough Email marketing best practices have their place, but testing is the only way to know for […]
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, […]