{"id":2935,"date":"2020-03-16T17:59:28","date_gmt":"2020-03-16T15:59:28","guid":{"rendered":"https:\/\/www.artegic.com\/blog\/?p=2935"},"modified":"2025-10-29T13:02:27","modified_gmt":"2025-10-29T12:02:27","slug":"what-can-testing-achieve-in-email-marketing","status":"publish","type":"post","link":"https:\/\/www.elaine.io\/en\/blog\/what-can-testing-achieve-in-email-marketing\/","title":{"rendered":"What can testing achieve in email marketing?"},"content":{"rendered":"\r\n<p class=\"wp-block-paragraph\"><strong>Email marketing offers one great advantage: all reactions (openings, clicks, conversions, SWYN etc) can be measured accurately for each user. Due to their measurability mailings can be analyzed accurately. You can test what factor in what target group leads to the success of a campaign. This means: those who test, optimize. Those who optimize will eventually celebrate success. But what success is there to celebrate in email marketing? Testing is often used to optimize single KPI. However, the really relevant KPI, e.g. revenue, is often overlooked and forgotten.<\/strong><\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Sender, subject line, wording, images, structure, design, extent, style, frequency: all these email components can be tested and improved. And each KPI is connected to one of those components. For example: An improved subject lines leads to a higher opening rate. But be careful: If, for example, you optimize your opening rate,\u00a0you don\u2019t necessarily optimize your essential KPI like revenue or number of generated leads at the same time. At least not to that extent you may have been assuming. It needs more than the increase of opening- or click rates to improve the \u201cfinal\u201d KPI.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Understanding interdependencies<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Several stages are carried out in email marketing before e.g. revenue is realized. A \u201cclassic\u201d chain of effects could be: dispatch \u2192 receipt \u2192 opening \u2192 click \u2192 conversion \u2192 revenue.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Smart marketers comprehend and survey this exact chain effect and pay great attention to the interdependencies. They understand how a 2% improvement of the opening rate affects the revenue.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Keep the stages constantly in your mind while you specify the key figures that lead to success. During testing you should in particular take\u00a0interdependencies between the KPI into account.\u00a0If\u00a0you want to achieve sustainable and long-term success and if you want to optimize the really relevant KPI, consider all relevant factors as a whole and in their interdependency to each other.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">This tests allow to optimize sustainably<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">There are different test methods, starting from A\/B tests to multivariat tests that test several elements at once and independently. In order to gain first important insights, you can start testing in your email marketing with simple A\/B tests.\u00a0Then extend\u00a0your tests up to multivariat methods, optionally realtime- or AI-based.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Multivariat test methods allow you to consider all factors that are important for your business goals. In addition to tests, you operate sustainably and you optimize over the long term \u2013 as long as you bear your main goal in mind. Use the obtained insights for the subsequent campaigns.<\/p>\r\n\r\n\r\n\r\n<p>&nbsp;<\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>Email marketing offers one great advantage: all reactions (openings, clicks, conversions, SWYN etc) can be measured accurately for each user. Due to their measurability mailings can be analyzed accurately. You can test what factor in what target group leads to the success of a campaign. This means: those who test, optimize. Those who optimize will&hellip;<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"What can testing achieve in email marketing?","_seopress_titles_desc":"While testing in email marketing it is important to keep an eye on the really relevant KPI like the revenue.  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