Approaches to Email Testing

Chapter 3 of Testing and Optimisation for Email Marketing

With different kinds of testing available for email marketers to implement, this chapter looks at the main differences between each type and their use cases, and what to consider when assessing results.

By Kath Pay

16 minute read

A key step in setting up a testing structure is determining what type of tests to run. This chapter looks at the different types of testing available, covering:

Testing formats: How do the two most widely used testing formats – A/B split-testing and multivariate testing – differ from each other?
Pre-send testing: What insights can this type of testing deliver, and what are the steps to setting and implementing it?
Testing considerations: A testing programme should be supplemented by regular assessment to fine tune the approach. From statistical confidence to user feedback, what are some of the factors marketers should consider?