Brett Charney

Brett Charney
Step Up Your Game

It isn’t difficult to make a case for e-mail testing. After all, when performed correctly, testing enables marketers to continuously develop and improve their e-mail programs and realize positive results. For instance, it’s not uncommon to see a 20 percent increase in your open rate by making small changes to an e-mail’s subject line. What is there not to like about that? Even though it is a critical component of e-mail, many marketers are uncertain about how to test properly. While most marketers perform some general types of tests, some make critical missteps in setting up their tests and evaluating results. Others have yet to