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The New Rules of Lead Generation by David T. Scott

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Step 4: Test Your Campaign

You need to consider numerous factors when testing an e-mail marketing campaign:

IDENTIFYING YOUR TESTING AUDIENCE

You need to identify a portion of your target universe that you will use as a testing audience for your e-mail campaign. I recommend testing at least 25,000 names for any given set of target demographics. You need a decent amount of scale to see some success from it. Anything smaller than 25,000 addresses is really too small for you to determine whether your campaign is working for you.

E-mail marketing works best when you work with a larger universe. A strange phenomenon occurs in e-mail marketing, which I often refer to as the “law of large numbers.” Basically, the law is: “The larger your target universe, ...

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