Back to the Basics: A Testing Calendar

Back to the Basics: A Testing Calendar

It seems that people have been preaching the testing thing for quite a while now and Trendline is in complete agreement with a majority of the crowd when it comes to testing. In fact, as an agency, we have seen some sizable gains in our customers KPI’s when a disciplined and doable test plan is adhered to. Once an organization gets to see positive results of creating and executing against a test plan, they literally become addicted (in a good way) to wanting to always beat the new control. However, there are some organizations that struggle on just where to start. If you are one of them…..read on. A basic and effective test calendar is as hard as you want to make it. However, there are four elements that should be included in even the most basic of calendars. A Hypothesis The first step to building a beneficial testing calendar is clearly defining what you’re hoping to learn and achieve for each test....
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Back to the Basics: Email Deliverability

Back to the Basics: Email Deliverability

Back to the Basics: Email Deliverability In the world of email marketing, email deliverability is the one metric that rules them all. Despite that, many people in the industry still have a difficult time defining what exactly email deliverability is. Not only that, but why is it important? Let’s take a closer look. At the most basic level, email deliverability is the rate at which emails arrive in an inbox. This makes email deliverability the most important metric for email marketers to measure, because all other metrics rely upon it—you can’t measure open rates if the intended recipient never even got the email! Email deliverability is important from a revenue standpoint as well. Let’s say you're analyzing your email deliverability and find that one campaign had a spam-placement rate of 18%. If that campaign targeted 100,000 people, that means that 18,000 people never even saw your email. If you had budgeted an ROI of $1 per person for that campaign, that means you...
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