Tips, tools, and best practices for B2B marketers.
To test or not to test.
September 7, 2006 | Posted by: Lee
In its January 2005 report, “Effective Email Marketing,” JupiterResearch found that marketers using testing were almost twice as likely to attain conversion rates of three percent or better. They also achieved a 68 percent improvement in return over non-testers.
I’m thinking that’s an endorsement for testing.
Tags for this post:
marketing metrics
Categorized in: Observations and Random Musings
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Comments
by Nicholas
Is there a copy of this report online?
Testing/tracking different emails and/or landing pages is easy. The problem, as we know, is talking clients into actually doing it.
I would guess the same holds true for testing direct mail campaigns as well?
Also, iMedia Connection has a pile of email marketing-related articles worth perusing.
And, finally, it looks like Marketing Profs provides a lesson in the possible pitfalls of testing, if you don’t have a handle on the technology side of the equation. (They sent out multiple messages to the same people. Oops!)
by Lee
Yep, got about 20 emails from them in the same day. But somehow, when they sent the “I’m sorry” email it made it all right.
Just goes to show that owning up to your mistakes makes a difference. I think in general people are pretty forgiving (as long as it doesn’t cost them any money.)