The three biggest limiting factors for your email marketing are:
- Assumptions – where faced with an either/or situation, you just go for the one you think is best
- Lack of attention to detail – small improvements are discarded as being irrelevant or inconsequential
- Attrition – by serving the same type of email (design or content) again and again then performance slowly deteriorates over time
All of this can be avoided by using simple testing: either by adapting as you go along, or better still by running in-email A/B optimisation.
What this means is that you can send a proportion of a list one email (normally half) and Continue reading “Email Optimisation: How a Monkey Performs 46% Better than the Average”