3 Tests to Perform on Your Email Program Now
To test is to learn, and for the last 15 years people have beaten the email testing drum so hard and so many times, that it’s a lot like having echolalia.
In keeping with that beating drum of “test, test, test" here are 3 key tests to perform on your email programs today. If executed right they can provide a lift in performance, and produce a new and improved control for you to continue to test and optimize.
1. Welcome Email Resend
If you don’t have a Welcome email for your program, shame on you. Not only is this the first impression the new subscriber has with your brand (through email), but it’s quite possibly one of the most profitable in terms of Revenue Per Email. When I managed triggered and transactional email at Sears and Kmart, Welcome emails contributed around $7,000,000 a year to the program (yes…it had a discount…but we also tested...