Matt Griffin Follow

By Matt Griffin Follow these six steps to test along the conversion funnel. As a cataloger, you spend time testing your circulation strategy, developing creative that will be a hit with your audience and building an image with which your customers can identify. But are you applying the same rigorous work to your e-mail campaigns? "Merchants test around their catalogs because catalogs are expensive to produce, and they don't want waste," says Eric Kirby, senior vice president and general manager for e-mail solutions at DoubleClick. "But because e-mail always has been cheap, they don't bother to test it as much as they should."

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