Use Email Split-Testing To Gain A Competitive Advantage

Testing different versions of the same email can lead to large gains in sales and/or click-throughs to your site.

Bob Frady at Direct Marketing Central mentions a statistic showing that only 54% of email marketers actually split-test their emails. This can be a competitive opportunity for you. If your competitors aren’t testing and you are, you will have an advantage over them in the long run.

Bob mentions these seven reasons why some email marketers do not properly use split-testing, avoid them if you can:

1. The people running email marketing programs are not direct marketers.
2. Tests are too different from the current best version of the email.
3. Know-it-all executives.
4. Tests are designed badly.
5. Tests are too big.
6. When a test is successful, they push the “GO” button too fast.
7. Email software doesn’t make it easy to measure tests.

For more analysis of each of the seven points above, check out the full article at Direct Marketing Central.