The Importance of Testing: How one test applied to two email sends resulted in different audience responses

Tweet At MarketingExperiments, sister company of MarketingSherpa and parent company of MECLABS, we believe in testing. Our Web clinics are a testament to this belief – every month we share research that is designed to help marketers do their jobs better. This culture of testing¬†encouraged me to run my own test. First, I ran the test on a MarketingSherpa send. After the results of that test came back, the same test was then applied to a MarketingExperiments’ newsletter. By running virtually the same test twice for two different audiences not only did I learn more about the preferences of ourreaders, but I also learned how incredibly important it is to test, even when you are sure you know what the results will be.   The MarketingSherpa test As the copy editor at MECLABS, I get to see all of the copy produced by both MarketingExperiments and MarketingSherpa. One of my responsibilities is overseeing the email newsletter sends. Every Monday, MarketingSherpa sends out a Best of the Week newsletter which features the most popular articles of the previous week and introduces the new book for the MarketingSherpa Book Giveaway. The copy in these newsletters was extensive. Every article listed had a full summary which, as a reader, I imagined would seem overwhelming when opening this email on a Monday morning. With the help of Selena Blue, Manager of Editoral Content, and Daniel Burstein, Director of Editorial Content, I decided to change reduce the length of the Best of the Week newsletter…
Source: Marketing Experiments
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