While others debate about what to send, marketers who test already have the upper hand on creating content that kills. Previously I discussed the places you should test in your email program, but before you act on your results, make sure you’re analyzing them correctly. You could be passing over the winning result if you fall into these six testing traps:
1. Poor testing conditions: As any scientist would tell you, you need to keep your lab clean. For a scientist this means clean beakers, test tubes, slides, etc. For a marketer it means your email data. Performing tests in an unclean environment can invalidate the results. Until you’re sure your emails are getting to the inboxes of active users, hold off on performing tests, otherwise you may be calling a winning campaign a dud, when the real dud is your deliverability.
The rest of this article can be viewed on eMarketing & Commerce.