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Four Ways to Improve Your Email Campaigns

August 24, 2010  

If there's one piece of advice experts have for email marketers, it's to test, test and test again. To be sure you're getting everything you possibly can from your A/B tests, Kristen Gregory of Bronto offers four pieces of very good advice:

Remember that one test won't give you a conclusive answer. "Flukes happen," she says. "You can’t try something one time and be certain of anything." You can't be confident that you're observing a trend until you've tried it at least three times, she points out.

Time your tests to gauge the reaction of a typical recipient. This is unlikely to happen if, for instance, a test at 2 a.m. determines what will be sent at 7 a.m. "I would argue that unless you're assured that your audience is comprised of early risers with plenty of email-browsing time, this isn't the best way to test," she notes.

Don't make a snap decision based on preliminary results. "If you send out test segments at 9 a.m.," she advises, "you probably don't want to declare a winner by 10 am and send that creative out to the remainder of your list." To get the best sense of efficacy, give a test at least a few hours—and check in again when more time has passed.

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