Testing email campaigns is important for three main reasons: 1. Testing helps understand subscriber behaviors and preferences, identify problems, and optimize response. 2. Testing against benchmarks and as part of a strategy can increase ROI from email marketing. 3. Regular testing of subjects, timing, content and other elements ensures emails stay relevant, targeted and personalized for subscribers.

1. The Benefits of Email Testing Melody College

2. What Can Email Testing Do? Testing helps you understand your subscribers’ behaviors and preferences. Testing helps identify and solve specific problems in email campaigns. Testing increases ROI. Testing is the only way to optimize response.

3. Are You Thinking Big Enough? Do you measure your email campaigns against industry benchmarks? Is testing part of your email marketing strategy? Are you only looking for statistically significant results? Are you testing small changes? Do you look to see what has already been tested before trying it yourself? Are you having fun with your email program? Source: Seven Signs You Aren't Thinking Big Enough, MediaPost Publications, Email Insider by Morgan Stewart, Co-Founder and CEO of Trendline Interactive

4. “ Never change. Never test. Assume that since you are making money, everything is ok.” – Andrew Kordek, Chief Strategist, Trendlineinteractive.com Are You Thinking Big Enough?

5. It’s Time To Evolve…. The days of “blast and batch” are gone. Marketing messages need to be relevant, targeted, and personalized !

6. Relevant…Targeted…Personalized!

9. Food For Thought... Wording Location Coding and format Shape, size, colors and highlighting Source: You should marry me…now! What to tweak and test in your call to action - Email Marketing Reports http://www.email-marketing-reports.com/iland/2010/09/email-call-to-action.html

10. Learn From Your Tests Document your results Start with the basics Give your test 24 hours to complete Look beyond clicks and open rates Segmentation Try multivariate testing Source: “If it ain’t broke, don’t fix it…” 5 Top Email Test and Learn Tips - Amy Honigfeld's blog

11. TEST WITH EVERY EMAIL CAMPAIGN

12. Which Test Won?

13. Which Test Won? Subject Line Test A: Account Update from National Geographic Traveler B: Access National Geographic Traveler Customer Service 24/7

14. Which Test Won? Time of Day Test Version A sent 9 a.m. Version B sent 3 p.m. Subject line: Student Photo of the Month, Upcoming Webinar, and More

15. Which Test Won?

16. Which Test Won? Subject Line Test A: Howie Mandel learns to “deal” with his chomping Chihuahua B: Signed copy of the Dog Whisperer’s new book for you!

17. TEST WITH EVERY EMAIL CAMPAIGN

18. Resources http://whichtestwon.com/ http://www.abtests.com/ http://www.email-marketing-reports.com http://www.emailinstitute.com/ http://www.mediapost.com/ http://emailexpert.org/ http://www.retailemailblog.com/

19. It’s Time To Play….