Email Marketing RulesThe New Litmus Test for a Great Email Marketing Program
I used to say the hallmark of a great email marketing program was that they have a robust A/B testing program. It’s not just because I consider A/B testing a key optimization tool and a vital part of “listening” to subscribers, but because if a brand is taking the time to follow a rigorous A/B testing calendar and methodically building on learnings then the chances are very high they are doing lots of other things right.
While I still believe in the power of testing and what it signifies about an email program, I now have a new litmus test for email marketing greatness for B2C companies:
Does the majority of your email marketing revenue and engagement come from triggered emails?
This is a valuable bar to clear for four reasons…
>> Read the entire column on MediaPost.com
Welcome! Email Marketing Rules is your guide to understanding the best practices of this complex, often misunderstood channel as you craft the best executions for your brand. Every week, we’ll explore strategies and tactics, discuss tips and inspiration, and dig into industry news and trends.
Chad S. White
Head of Research
Oracle Digital Experience Agency
Author of Email Marketing Rules and nearly 4,000 articles about digital and email marketing
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