The Importance of Testing (and Re-Testing)

by Matt Blumberg

Marketers often hear the refrain to "test, test, and re-test" an email campaign. Because it is uniquely interactive and fast, email is arguably the most powerful medium available for thorough testing. In fact, the immediacy and interactivity of email can provide almost instantaneous feedback from recipients. But which aspects are particularly important to test? And what's the best approach to take? Most fundamentally, HOW do you test?... cont'd

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