Focus Group of One
If you’re sending your marketing campaigns without benefit of A/B or multi-variant testing—most companies admit to fewer than five tests per month—you are effectively acting as a focus group of one. You are assuming all of your constituents feel the same way about your campaign as you do. Big mistake.
Most of us have a least a bit of familiarity with A/B testing and have integrated it into some of our deployments. Testing subject line A against subject line B is likely the most common test, but with A/B testing you can go so much further—both simple and complex—for instance:
- Best time of day for sending each of your email types (e.g.,
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in