Value of Testing in Email Marketing


In the scope of email marketing testing is a great opportunity to improve the impact of the email campaigns, and ultimately, increase revenue. Testing is interrelated with segmentation. If you segment your list into smaller groups using some criteria (by the product name, or list name, or frequency, etc.), testing is the only way to know what each group is looking for.Once you identify what they want, you can send them more relevant information, keeping your statistics high and complains low. In addition, during testing you can reveal and solve specific problems in your emails and ensure they look perfectly for your recipients. But many senders still do not test their email campaigns. It’s not because they do not care about the success of their mailings. Most common reasons for not testing are:- they don’t know how to test;- system/software doesn’t provide them with testing capabilities;- campaign timeline is too short and they don’t have time to work up different testing versions, copies, or designs;and lastly…they don’t see any value in testing.

On my opinion, any good email marketer would purposefully refuse to test his email campaigns. As you see two main reasons why email senders don’t run tests are a lack of knowledge how to do this and lack of email system capabilities. This means they Distribute tokens realize the importance of testing and this is a good sign already.Those who are testing their email campaigns are testing a variety of elements such as subject lines, calls to action, email designs, offers, frequency, and sending day/time.know in email marketing what is more important is getting your readers to open the email and actually respond to the call to action. Since the Subject line is one of the factors that determine whether the recipient will open the email or not, it’s no surprise that the majority of email senders are testing their Subject lines. The second place in testing take calls to action. Then go the email copy design, offers, date and time of the email campaign, and finally, email frequency.

During the test you can discover that sending mid-day is the best and the start of the working day is the second best time. As to days of the week, Tuesday and Wednesday seem to be the most successful days for emailing. However, this is not true for all businesses. If you offer some goods or services for leisure-time, recreation or sport, you’ll do the right thing if you send your emails during the weekend when most people have rest and will probably be interested in what you are offering.But once again, the best time/day of sending is individual. What works for one may not work for others. That’s why we are testing our email campaigns – primarily to find out what is the best for us and for our subscribers. The main goal of testing is to optimize our email campaigns to get a warm response from our subscribers, and finally, increase revenue.