A recent survey found that eight per cent of email marketers spend no time on strategy and planning while 29 per cent spend no time on optimisation. This may be because most marketers simply don’t have enough time in the day to do all that is asked of them. However, the most successful marketers find tools that enable them to quickly test and learn, improve and move forward continuously.In three chapters this whitepaper from Dotmailer highlights the many reasons why marketers fail to test their activity, demonstrates what aspects of email marking can (and can't) be tested, and reveals how to create a test and learn culture.