Email testing relies on creative thinking to drive the possibilities for what it can achieve, while applying a scientific approach ensures reliability and repeatability in the results. To this end, setting up a formal testing structure is key. This chapter provides a three-step plan for creating such a structure. It covers:

  • Objectives: Why should effective testing begin with setting an objective, and how can marketers determine what type of objective to set?
  • Planning: From outlining a hypothesis to determining what factors to test, what should a testing structure account for?
  • Analysis: How can results be converted into findings to glean business value from the testing programme?