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