Testing Saves You Money

Posted on March 10th, 2009 by Larry Chase

It’s tedious, it’s hard work and it makes your head hurt. But testing separates the wheat from the chaff in DM. Real DM’ers test, and never stop testing. In fact, even a screaming success is a test that can usually be improved upon.
Many smart firms that have me send out solo emails on their behalf using my “FYI from Web Digest” service test first. They’ll first try 10,000 or 15,000 addresses before asking me to send to the whole list.
They test all sorts of things. They’ll test subject headers, different offers and the same offer but with different copy. They determine which “pulls” best, and then have me send out to the rest of the list with that which performed best in the test. If it were my money, I’d do the same. LC

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at www.wdfm.com.