email testing

why don't people test their emails?

i don't just mean testing for accuracy, i mean testing different subject lines. different copy. different creative. even different tone.

the studies are out there - if you test you will improve your results.

yet, still a resistance to test.

we have a feature that allows for ab testing in our software. it is covered in every training session, yet no one uses it.

i think the story is different when the emails are a primary revenue source but for many clients they choose not to test.

they use the copy/creative that has been approved internally and don't find out what their audience prefers.

is it too little time? not enough training or awareness? they just don't care?

i have not got this one nailed down yet but i think it is about what they are measured on.

if your neck is on the line to get the email out on time and with no mistakes then where is your focus going to be.

i think this is an educational effort to the next level of management.

the metric should be about results. it could be registrations or downloads but it needs to be tangible.

i think the the missing piece is a well thought out strategy on email.

email is easy to setup and send so nearly anyone can do it. it can become fragmented within larger organizations.

think about why you are talking to your customers and what you expect them to do.

try testing something in your next campaign. subject line, from name, copy or creative it does not matter - just try testing something.

i think people will be surprised by their results.