The Science of Email Testing
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Tim Muenchen
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How and Why to Test
Before we dive into three email testing case studies from a Place for Mom, let's quickly address the reasons marketers should be testing:
- You're not your audience.
- You can create program-specific benchmarks.
- Grow engagement with subscribers.
- Grow your return on investment.
A/B split testing is the standard because it's versatile. Use it to find the best subject line, layout/design, copy, call to action and "From" name. Also test the best day and time to send, as well as personalization elements. So much testing is possible with just one tool!
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