Testing: more than just a change of subject line

David Baker's latest article does its usual job. Taking a concept we all thought we understood, then shaking it around a bit so we realize how much we still have to learn. This time it's testing.

David's point is that conventional testing simply looks for one-off incremental changes that lead to improvements in specific results. (Try different subject lines, use the best to get a sales increase.)

He suggests you can gain so much more by using testing to get a deeper understanding of the whole email marketing framework that you're dealing with.

Which means your testing regime should help you learn more about the different audiences that make up your readership. And more about the right way to use that knowledge when building and executing your marketing efforts.

More on testing | Tags: email marketing, testing emails

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