Two Views That Undermine a Healthy Email Testing Strategy

Two Views That Undermine a Healthy Email Testing Strategy

I’ve been working in email marketing for many years now, on both the client and agency sides. In both situations, I’ve gone head-to-head with two types of attitudes that can be destructive to a healthy email testing philosophy: “We’ve tried that before and it didn’t work.” “We’ve always done it that way.” These sayings demonstrate an attitude that can undermine the growth and optimization of any email program. “We’ve tried that before and it didn’t work.” Yes, I’m an advocate for learning from your mistakes and not repeating them. That being said, times change and sometimes those strategies and tactics that didn’t work in the past may prove fruitful in the present. When faced with this attitude, start by clarifying what was done in the past, and how it was measured. How do you quantify/qualify what “it didn’t work” means? What did you test? What was your goal? What did you measure and how? Did you ever retest? Where is the data that shows...
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