Morgan Stewart from Media Post recently advised that mass email marketing success was entirely dependent on prior testing.
Stewart said that the inbox is a ‘phenomenal equaliser’ demanding that brands of all shapes and sizes meet appropriate standards. A fair comment, as it is true that every email fights for a recipient’s attention from the same place with only its brand reputation and a subject line to stand it in good stead.
‘To improve, you need to try new stuff - a lot!’ he said.
‘However, change for the sake of change itself usually just perpetuates mediocrity. Give yourself (or your team) the freedom to push the limits while constantly comparing the results of these new approaches against a control."
Business standards for testing email campaign performance should be compared against their own previous experiences, in order to improve upon their best, as opposed to making a comparison to the rest of the industry.
