Email is a channel well suited to optimisation, as the regular flow of messages to subscription lists creates the opportunity for continuous improvement. This chapter looks at the benefits of setting up a formal testing programme, covering:

  • Long-term insights: With much advice about testing focusing on immediate results, how can testing for long-term insights deliver more effective results?
  • Beyond the channel: What can email marketers do to apply results from email testing across different channels to support the business as a whole?
  • Testing priorities: What do research insights reveal about the long-term business benefits of prioritising testing and optimisation for email marketing?