Use A/B testing or multivariant testing methods to improve messaging and response rates. For direct mail, testing may be cost prohibitive, but in the long run, could help you save money on a full scale mailing due to being able to take corrective action before the larger mailing is done. Also, by testing various offers, lists, and tactics, the results may surprise you, helping you identify new markets, introduce new products, or segment your audience with more precision.8 For email campaigns, many email service providers (ESPs) offer free A/B testing, so it’s easy and cost effective to test a subject line, an image, or other messaging. At the very least, you’ll want to evaluate how messaging impacts different customer segments to find opportunities where you can improve your next campaign roll out.9
In addition to messaging testing, you should test your email display on various platforms using different operating systems, email systems, and browsers to anticipate and correct issues users may encounter on their devices.