Editor’s Note: In a recent interview with MarketingSherpa Editor Sean Donahue, Research Analyst Corey Trent outlined errors even experienced email marketers make when conducting tests. (My personal favorite – #5). We thought this information was valuable, and wanted to share it right here on the blog for those who do not have a MarketingSherpa membership. Special thanks to our sister company for allowing us to republish the below article…
We spoke with an email testing expert from our sister company, MarketingExperiments, to uncover common mistakes marketers make when running email tests. Read why good analytics and segmentation are crucial forerunners to testing, and why a blockbuster discovery from one test actually can be a risky thing for a marketing team.
by Sean Donahue, Editor, MarketingSherpa
Testing is an essential component of a strong email marketing strategy. But only if the tests are conducted and analyzed properly to ensure you’re helping – not hurting – your email performance.
“There is a cost for bad testing,” says Corey Trent, Research Analyst, MarketingExperiments. “Bad assumptions based on bad tests can cost you a lot of money and cause you to lose out on a lot of business.”
Trent routinely conducts email tests as a member of the MarketingExperiments sales and marketing optimization research team. Through this work, he’s seen how mistakes, misconceptions and simple oversights can derail a well-meaning marketer’s testing strategy.
We asked him to share his advice for avoiding testing pitfalls, so you can achieve your goal of improving email performance. Here are seven common mistakes he’s observed: Read more…