4. Testing and Tuning
Every marketing professional understands the importance of testing. Online campaigns require the same rigid practices used with traditional direct mail methods. In fact, according to MarketingSherpa’s Email Marketing Benchmark Guide 2006:
“Marketers with highest open and response rates are more likely than their peers to focus on A/B offer tests (as opposed to A/B creative tests). Marketers with the lowest response rates are more likely not to test.”
A/B split testing, or the sampling of two random user groups when comparing variables, is streamlined within the Listrak system. Because email marketing is much more agile than traditional forms of direct marketing, campaign results are gathered in hours versus days. This quick turn-around lets you deploy test campaigns to small groups to determine which subject lines or offers pull the greatest result. Listrak lets you quickly and easily deploy test campaigns to small subsets of your list to achieve the maximum ROI.
