Setting Up an Effective Email Testing Programme

Chapter 4 of Testing and Optimisation for Email Marketing

Holistic testing is about taking a comprehensive view of the testing process rather than focusing on individual ‘working parts’. This chapter looks at how to set up a testing programme based on this concept.

By Kath Pay

10 minute read

The concept of holistic testing is based on taking a comprehensive view of the entire testing process. This chapter looks at setting up a testing programme based on this concept, covering:

Benefits: What makes holistic testing different from other approaches, and how can it benefit the email marketing channel?
Steps to setting up: What are the 10 steps to setting up a holistic email testing plan, and what are the eventual benefits to the business as a whole?
Automated email programmes: What best practices should email marketers follow when performing tests on automated email messages as opposed to promotional campaigns?