For experienced email marketers this is an obvious tip. There is a lot of testing to do in email marketing to see what works best for both, you and your customer in general.
Testing helps you to find out what type of content works best, what’s the best day to send an email and much more.
However, besides these more general tests, that provide you tactical insights on a medium to long term, you also need to test your emails prior to sending them.
If you want your email marketing program to succeed, you need to invest in the necessary resources, tools, creativity and time. You remember how, in the old days, we always said that “email marketing was cheap because it required no stamps”?
Well, those were the days that many of us looked at email marketing as the online equivalent of direct marketing. Email often still serves direct marketing purposes, but it has become much more than that. And, yes, email marketing still has a low cost per contact.
But for companies that want to go beyond good old email marketing (and that should be all companies), it’s time to spend that extra bit of time, intelligence, tools and effort.