Testing is the most common method of optimising email programmes, enabling them to achieve their objectives. This chapter summarises key findings from Econsultancy’s research on testing and optimisation for email marketing, covering:

  • Insights: What can testing reveal about customers and what motivates them to stay engaged with a brand?
  • Testing structures: When planning how to set up a testing programme, what is the best starting point?
  • Holistic testing: A testing concept that focuses on a comprehensive view of the testing process, what are the key benefits of holistic testing?