Email Targeting's Impact on ROI
The second question is far more strategic. Do you trust test results that yield counterintuitive outcomes? Do you send a men’s customer a women’s email marketing message because your test results suggest it'll be more profitable to do so?
I tend to side with what testing and optimization suggest is the optimal strategy. That being said, this is one place where marketing tactics earn a seat at the executive table. Business leaders need to know about situations where customers act in counterintuitive manners and understand how much profit is at risk if the business doesn't capitalize on counterintuitive behaviors.