A/B Testing
A couple of weeks ago, we mentioned that one of the secrets to a successful marketing campaign is in testing the efficacy of alternative content with your real target audience. Let's see that in a little more detail. Almost every marketing content is unique in its own way. The basic measures of success for a marketing content are the Open and Click-Through rates. However, what sort of content yields itself to higher rates for above? While there are certain well known best practices - like using a consistent From Name and address, avoiding use of words that would trap the content in Spam filters etc. - you may be presented with alternative options for many other aspects of the content that you may find tough to pick one from. For example, the actual Subject line to choose; whether or not to use a background image; what words are used in your Call for Action link/section, etc. In such cases, the best course is to run a limited campaign with BOTH options as alternative con