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Thomsonlocal – Testing strategy ‘a necessary part of B2B email marketing’


Thomsonlocal – Testing strategy ‘a necessary part of B2B email marketing’


By: Thomsonlocal

Research suggests that only a minority of UK companies regularly test their B2B email marketing communications, which could mean messages are blindly being sent to business email lists with little scope for improving response rates.

According to the Adestra and Econsultancy study, just 32 per cent of marketers carry out frequent testing for email marketing, with most testing focussed on subject lines and spam and only 40 per cent opting for A/B split-tests.

Henry Hyder-Smith, managing director at Adestra, said that only with an ongoing testing strategy could firms using business email lists and B2B email marketing identify failures and successes specific to their dataset.





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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
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