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BEST PRACTICE: The importance of email testing

Not only is email a cost effective tool that has enabled marketers to cater creatively with a personalised tone of voice like no other medium, but it also allows us to see clearly what works and what doesn't. This is all done through testing; testing everything from the data to the creative in order to ensure a marketing campaign is productive.

Here are some key tips to bear in mind when evaluating your email approach:

1. Test your data
Firstly, make sure you know your data is from a reliable, compliant and accurate source and that the lists are relevant for your target audience. It's important to know the data verification for the last refresh/clean of your data in order to get the best possible results.