Best Practice (Good)
Perform A/B email campaign testing to assess the performance (open rate, click rate, leads generated, etc.) of email subject lines, from names and content. Adjust campaigns continuously based on the results.
Typical Practice (Bad)
Test the performance of each email campaign (content, subject line, etc.) based on basic metrics, such as open rate, click rate and leads generated. Adjust subsequent campaigns based on the findings.
Benefits: Conducting email campaign A/B testing provides marketing managers with actionable data from a single marketing campaign. Adjusting campaigns rapidly based on findings from A/B tests can improve open/click rates, leads generated and sales.