The wrong data is just as harmful to marketing as having no data. Here’s how a holistic testing methodology can help you glean better insights. Modern marketers are obsessed with data — and for a good reason. It gives us direction and informs our strategies, among many other benefits. But not all data is equally… keep reading →
When done right, testing is a revenue driver for the email channel. Companies should consider it an investment, not an expense. Whenever I meet with a new email marketing team, one of my first questions is “What kind of email testing do you do?” Often, the answer is “We tried that, but it didn’t work… keep reading →
Marketers use data to interpret test results, but sometimes you need to look beyond the numbers to understand how your tests fit into the overall customer experience. Our recent work with a client that provides background screenings for landlords and property managers generated some fascinating data. It also helped illuminate 5 tips you can use… keep reading →
Goodbye doesn’t have to mean “get lost.” Here’s how to make your email unsubscribe process more user-friendly. What do you spend more time on in your email program — how to acquire subscribers or how to let them go? Judging by the results of a quick study I conducted over the last few weeks, retail… keep reading →
How to start an email A/B testing campaign? Start email A/B testing by creating a hypothesis that sets the foundation for a successful testing strategy. If your hypothesis is incorrect, the statistical significance of the test result will be impacted. One reason A/B testing suffers is that many marketers are hesitant while developing hypotheses. What… keep reading →