“In our last eROI study, Use of Analytics in Email Marketing Campaigns, we showed email marketers how important metrics are in making decisions and proving campaign ROI. One major opportunity to improve metrics and strengthen brand positioning with potential customers is to optimize email campaigns through consistent, careful testing.
In this, our latest study, we reveal how 623 email marketers are currently using, or not using, testing to improve their email marketing efforts. On the heels of our last study, where we learned nearly one in five are not recording the metrics of their campaigns, it’s not too surprising that this study showed over 1/3 of marketers are not testing campaigns – but why aren’t they? And for those that are testing, what elements are being tested and what can we learn from them? With 73% of marketers planning to increase email as a priority in their future marketing plans, these are the important answers we set out to discover“…read on + pdf download of full report