Embrace Failure – It’s a Necessary Part of Email Marketing
Only with an ongoing testing strategy can email marketers identify failures and successes specific to their dataset, and then focus on the successes to improve response. Yet the Adestra and Econsultancy Email Marketing Census 2011 shows only a third of UK companies (32%) carry out regular testing for email marketing – which means most are broadcasting emails to their database, blindly accepting that they could be failing, with little scope to improve response rates.
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