Tag: Split Testing

Confused By The Data Returns During Lockdown

Many things have changed over the past few weeks. It has caused significant problems across swathes of this country’s business life, so it seems a bit selfish to complain of difficulties with data returns. They require management though. Experimenting with sending times has become one of the stalwarts of split testing in an email marketing … READ MORE »

Let Your Customers Tell You What They Think

Are online feedback forms worth all the effort? After all, only a small percentage of your customers will be bothered to complete it. That’s a lot of anticipation to get a few desultory dribs and drabs returned.  The answer is ‘Yes’, but only if you accept that you are unlikely to be overwhelmed by responses, … READ MORE »

Why Should You Use Customer Feedback Forms

It’s a valid question. You have lots of objective data on the subscribers to your email marketing list, and it increases every campaign. What on Earth could the value be in a subjective response? One of the many reasons given in support of feedback forms is that they give a way of improving customer satisfaction. … READ MORE »

Using Humour In An Email Marketing Campaign

The film Gattaca had four letters, ATGC, highlighted on posters and the title sequence. I found it graphically jarring. I was told later, by a rather smug IT-type, the letters were, pause for a little titter, the initials of the building four blocks of DNA, and the design was rather ‘clever’. It seemed I was … READ MORE »

The Inherent Danger Of Using Simple Targets

There’s a lot to be said for targets. With a clear goal, a team will have a focus they can concentrate on. There’s little doubt that having targets gives good results. After all, if your target is to increase open rates by 15% and you hit it, or even go slightly above it, you’ve made … READ MORE »

The Most Effective Way To Use Split Testing

You will have been told that you should test everything you do, and then test again. An email marketing campaign that doesn’t include a split test somewhere in it is a waste. You’ll never get that opportunity again. Split testing is a simple system of problem solving. You identify something that is of concern, for … READ MORE »

Can You Trust The Returns From A Split Test?

Split testing is just about as dependable a tool as we have for validating a change in an email marketing campaign. We have an original, the control, and we compare it to one, the variant, that has a single feature that is different from the control. It stands to reason that if the variant gives … READ MORE »

Go against received wisdom in email marketing

Let me confess from the beginning that all I’m suggesting is that following the data blindly can often be a poor option. For email marketing, data is a tool, nothing more. It needs to be kept sharp, but be careful of stabbing yourself. Let’s say that you want to split test a new email design. … READ MORE »

Going beyond split testing; your data returns

You have a brilliant idea that will secure you an increase in completions. You have confidence that it will be something of a revolution but as you’ve been in email marketing for more than a few months you accept that you need to split test your next campaign to prove how good it is. Split … READ MORE »

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