Email marketers have the unique ability to quantifiably determine exactly which messages work best for their customers.
Despite this explicit advantage, 20 percent of marketers say that they do not perform any testing on their email program, and 55 percent say they perform only some testing on an ad hoc basis with a limited number of elements1. This research shows that many businesses still rely on intuition to determine the key aspects of their campaigns, a strategy that can lead to missed opportunities and diminishing returns.
Testing your email campaigns allows you to gain a more detailed and accurate understanding of your customers that you can use to enhance future email campaigns to drive more response.
1Forrester Research, Benchmark Your Email Organization, October 2008
Direct mail is a great way to build your email database.