While A/B testing sounds complicated, it’s not. It’s splitting the mailing into two groups, modifying one variable at a time, and seeing which performs best. By continually testing one variable against another, you can identify those elements that consistently tend to produce the best results.
Are Your Marketing Campaigns Driving Results and
Are You Tracking Them All with Response Metrics?
When it comes to variable-content direct marketing, or any type of marketing, it’s all about measuring response. Is the approach working? If so, why? If not, why not? What can you learn from the response metrics to help you improve the campaign for next time?