Introduction to testing
Latest posts | Feed | By Mark Brownlow on June 04, 2007
Gail Goodman has a nice article introducing the idea of testing to those still coming to grips with email marketing.She explains why you should test, what elements of your email you should look at, and how to set about doing it.
Only criticism is the suggested size of the test groups. My understanding of statistics dates back to the days of slide rules, but the suggested test group size of 50 email addresses seems way too small for any meaningful results (stat fiends jump in and correct me if you think I'm wrong).
If you have a small list, a pragmatic way to "test" is to look for patterns through time. Look through the reports for emails of the past and pull out any that produced performance spikes.
What links pulled unusually high clickthrough rates? What offers seemed to get the best response? Is there any common factor in those emails that produced the highest open rates?
Use that anecdotal evidence on what works. And then when you have enough addresses to play with, you can do more formal tests.
More on testing | Tags: email marketing, testing
[This post brought to you by Campaigner Email Marketing]
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