E-mail testing

Bannan, Karen J.
November 2005
B to B;11/14/2005, Vol. 90 Issue 14, p16
This article informs that marketers that would never send out a direct mail campaign without doing some form of testing often don't think twice about sending out an untested e-mail campaign. Only about 40% of all e-mail marketers use e-mail testing strategies on a regular basis, said David Daniels, lead analyst with Jupiter Research Inc. Marketers know they should be testing but think they don't have the time. Marketers should also rule out all deliverability issues, running messages through spam filters and creating seed addresses to make sure messages are being delivered and formatted correctly, and in a timely manner. Geene Rees, director of marketing strategy at Digital Impact, an online marketing service provider, suggests testing other personalization features, such as naming the prospect in the message. He also suggests testing text and image placement within the message.


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