Every email marketer knows that establishing the right goals is essential to success, and testing effectively is the only way to know if you’re hitting the benchmarks you need to hit along the way. In a Twitter chat this week with our friends at Email on Acid (Check out their chats at #EOAChat), a bunch of email geeks joined us to share their own expertise and experience on email testing.
Most online marketers have been there: a co-worker comes up with a great idea for a marketing campaign, or says “This should be the subject line of the next email,” seemingly without reasoning beyond it being their personal preference. Or, conversely, you could have an idea of your own that you think would be great but would be nervous to implement without testing it on a small group first.
“It’s Thursday. We send our main marketing emails on Thursdays. So it has been on every Thursday of every week since the dawn of time. And so shall it be unto infinity. Doesn’t matter if readers care.”
For many companies, sending out regularly scheduled marketing emails has become an indispensable part of their digital marketing strategy.
And for good reason.
Email marketing has been consistently outperforming the ROI of most other digital marketing channels for decades, and current trends indicate that it will continue to do so for the foreseeable future.