5 Important Answers to Your Email Testing Questions
The better question to ask yourself is which segment of subscribers you should target in the test overall. With some tests, I like to test on new subscribers who don't have preconceived notions of what my brand's emails look like and how they function, so that I can get some unbiased results.
3. What crucial item do most email marketers leave off their preflight checklists that they should add immediately, and why?
This is going to sound biased because I work at Litmus now, but I promise it's not. I would have given the same answer before I worked here.
I don't think marketers are being thorough enough when testing their designs across the various email clients before they press "send." Too many times, we are in a rush to get things out, and we assume that a template will work this week just because a template worked last week. We send ourselves a test, everything looks good in our inbox and we move on.
This is a bad habit to fall into! Even if you've tested a template before, you've got to test every time you send. For example, Yahoo! recently started doing crazy things to alignment, which could affect many of your designs. Even if you've tested a template before, it could now look wonky in Yahoo! and you might not realize it. The email providers make changes like that all the time, and rarely are they announced. The only way to make sure your emails look great in every inbox is to test thoroughly before every send.
4. How do you correlate A/B Testing results and actions to be taken afterward onto websites and/or email campaigns?