Optimization through testing is classic common practice in email marketing. Surely you use A/B tests or multivariate tests to improve open or click-through rates of your newsletters. But what about your marketing automation campaigns?
Many marketers forget that they can test automated emails just like they test their newsletters. So a lot of potential is wasted. After all, even small adjustments can yield up to triple-digit result uplifts. But to find out how certain adjustments affect your KPI, you need to test it first.
Therefore, test the emails you send as part of marketing automation campaigns just as thoroughly as you test your newsletters.
