London software testing news UK


Improve e-mail performance with Testing

Posted in Acceptance testing by testing in London on March 11, 2008

From Clickz

One of the easiest, least expensive, and most overlooked ways to make e-mail efforts more effective is testing. This is true no matter what type of e-mail you send, no matter what your e-mail business goals. Through testing I’ve help clients realize:

  • A 7 percent increase in opens by mailing a few hours earlier
  • A 50 percent increase in clicks by adding a single paragraph
  • A 75 percent increase in sales by moving the offer copy

With e-mail, small changes can make a big difference in results. But organizations looking to test and optimize e-mail face two challenges: figuring out what to test and maintaining an apples-to-apples test environment.

There are two different ways to approach testing, both valid. Which you use is determined by your circumstance and the results you’re looking for.

If you want to get a read on how a single element will affect performance, change only that element for each test. If you want to improve performance and don’t need to link the increase back to a single element, test multiple elements all at once.

Let’s say your e-mail does very well overall; it meets or exceeds goals and industry benchmarks. You’re just looking to get a little lift in your open rate. That’s the time to test a single element.

But say your e-mail isn’t doing so well. You’re not meeting goals and are lagging way behind industry benchmarks. You may even be losing money every time you send. Then it’s time for a major overhaul. Test a number of elements, all at once, to really pump up performance.

Software scalability testing

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