Despite the importance of testing in making decisions and proving campaign ROI, more than one-third of email marketers (37%) aren't testing at all, according to an eROI study of how 623 email marketers are using, or not using, testing to improve their email marketing.
Similarly, a previous eROI study (reg. req'd) had found that nearly one in five email marketers are not recording the metrics of their email campaigns.
Considering that 73% of marketers say they plan to increase email as a priority in their future marketing plans, the current study sought to discover why some email marketers don't test—and in the case of those who do, what elements they test and what can be learned from them.
Some findings of the new study, "Use of Testing in Email Marketing" (reg. req'd):