6 Mistakes to Avoid in Email Testing
5. Testing by committee. The worst group to create an email campaign is a committee representing different departments in your company. Some people like one idea and others like something else. You compromise while good ideas are edited out of the process as being bad ideas even before they can be tested. The result is a test that's really an A/A test — i.e., there may be a little tweak here or there, but the two versions are essentially the same.
A better approach is to let your creative people loose to test new ideas. Are you in business to create peace in a committee or to build customer loyalty and sales? After all, it’s only an email. Your whole company’s reputation doesn’t hang on every word. Cut loose. Try something new. Use what you learn.
6. Using personalization in the subject line. Since personalization in the body of the email improves clicks and conversions, why not use it in the subject line? At one time that was a good idea, but spammers have ruined it. By now millions of people have received emails from unknown people who seem to know their first and last name. They picked them up from a phishing expedition. If you use a subscriber’s name in the subject line, you may be deleted as spam.
Arthur Middleton Hughes is vice president of The Database Marketing Institute. This article is an excerpt from his new book from McGraw-Hill, "Strategic Database Marketing, 4th Edition." Arthur can be reached at firstname.lastname@example.org.