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The Truth About Email Marketing by Simms Jenkins

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Truth 28. Test, test, test

Of all the available marketing approaches, none could possibly give you the benefit of testing the way email does. I'm not surprised that most email marketers aren't taking full advantage of the benefits that frequent email testing can provide. They think it takes up too much time to truly pay off. However, even making a small investment to test improves results.

In a study by JupiterResearch, marketers who tested email campaigns were almost twice as likely to attain conversion rates of 3% or better. Email marketers who utilized testing also achieved a 68% improvement in return on investment (ROI) over those who didn't test.1

So, you're probably wondering what to test. There are as many ways to test an email message ...

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