Test and Your Email Will Yield Results [Video]
Editor’s note: Target Marketing and MarketingSherpa are teaming up to bring you some excellent videos about email marketing, fresh from the MarketingSherpa Email Summit. Check out the preview interview below, then sign up here to see an excerpt of the session and more from the summit, completely free.
Continually explore audience needs in order to meet them with an evolving email program, says Lauren Wagner, senior manager of marketing strategy with VolunteerMatch. She uses A/B testing in order to do that, she says sitting next to Tessa Srebro, lead generation and marketing associate, also of VolunteerMatch, as they speak with MarketingSherpa reporter Courtney Eckerle. More highlights from the “Using A/B testing to Evolve Your Program” video include:
- "All marketers are also consumers, but not all consumers are marketers,” says Srebro. "... As a marketer I'm always looking at, 'OK, so this message appealed to me. Why?' "
- A tip: Look at clicks, opens and content consumption, including types such as webinars vs. downloadable content when determining what best reaches an audience, says Wagner.
To hear the VolunteerMatch excerpt, as well as all the other great sessions from the Email Summit, just register here.