DOES THIS SOUND FAMILIAR?
Q: What is the best time of day to send an email?
A: Test it
Q: Does lifestyle imagery in emails perform better than other imagery?
A: Dunno...test it
Q: How does the placement of buttons affect my email click through and subsequent conversion rate?
A: We should test that
Almost every email seminar or discussion I have been a part of has veered to having to test a number of things within a given email marketing program. In fact, almost every recognized email blogger and speaker alive has uttered the words "test it." There is no escape from the email testing conundrum and you are either in a culture of “test, learn adapt,” or you are not.
As a former client-side / brand email marketer, I can confidently say that email testing is hard. It takes commitment, passion, patience, resources and most of all an openness and willingness for things to change. Some Email Service Providers (ESPs) make testing so difficult that it's...