Five Ways to Centralize and Test All E-mail Programs

* Optimize mailing patterns by learning from previous mailings. For instance, if you’ve found that a particular element of rich media, perhaps video, works well with a particular customer segment, be sure to include this element in a targeted campaign to that demographic.

5. Test. Learn from previous tests (e.g., different subject lines) and apply their outcomes to all forms of messaging, not just promotional, including transactional and service-related messaging. Build testing into each mailing to optimize whatever changes you make in real time. Through testing you can determine optimal frequency patterns as well as the tone and content of messages.