Our advice: test, test, test 24 feb 22

A lot of brands don’t bother testing. We get it, it’s time consuming and kind of a pain in the a. If you don't do it though, you risk looking like you don't give a shit.

Our advice is to test repeatedly.

Market testing is why fruit and vegetables are at the entry of nearly every grocery store entrance (stimulating the senses), and milk, eggs and butter are often at the back (more opportunity for impulse purchase).

By testing, we mean two things:

  1. Qualitatively by checking the responsiveness and appearance across as many combinations of devices and software as possible

  2. Quantitatively through variable (A/B) testing

There’s simply no other way to quantitatively prove/disprove your theories on what works and what does not, and optimize accordingly. Define the variables you’d like to test based on your theory of what might work. That will help you refine your test parameters.

Note that it will take time to accurately test multiple variables, so prioritize your test regiment. You want to exercise as many changes as you can that will collectively move the needle.

Flex the ABS of A/B testing:

  • Affect What change will be most significant?
  • Belief How certain are you that this change will have the desired effect?
  • Simplicity How easy is it to implement?

Whatever you test, best to keep comparable variables to a minimum.

Test your own preferences, with results in real time: take the A/B testing quiz. If you'd like to know more, check out our comprehensive guide: Rethink Email Marketing.

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