To close out our final section, metrics, in our 12 Days of Holiday Sending series, I want to re-emphasize a point that Kate made around testing in our ninth day of sending.
“Your subscribers matter, and learning what they respond to best is just one way to show them you care.”
In order to show your subscribers that you care, and in order to optimize your emails as best as possible, you need to make testing your emails a part of your daily practice.
Kate stressed the importance of testing one element at a time, but that doesn’t mean that once that one element is tested, you’ve found your winning variation forever. Your subscribers are constantly evolving, (and hopefully so is your product or service) so to stay relevant to these changes, you need to make sure that you stay away from a “set it and forget it” mentality in your testing strategy.