A quick search on the Internet for “Email Marketing Test Results” brings back numerous case studies and reports detailing how businesses have improved the success of their email campaigns thanks to testing.  Nonetheless, I suspect that there are at least as many businesses that are yet to see the value of testing in their email programs, not least because testing can be a very difficult task. To help with this, I thought I would share with you 10 common mistakes I have seen businesses make with their email testing so that you can avoid them and improve the results of your own email tests.

Mistake 1:- Not Testing At All
Many marketers fail to do any element of testing because they think it is too difficult and time consuming.  This all too common mistake can have a dramatic effect on the success of your email program.   Your own email campaigns will only be as effective as the knowledge that powers them – the more you know about your recipients the more powerful and successful your campaigns can become.  Email testing is all about gaining more knowledge about your own recipients.  Understanding what makes them react, ultimately gives you the knowledge to build a relationship with them.  Not testing at all is a big mistake that should be avoided.

Mistake 2:- Not focusing testing on the big things that are going to make a difference
One resource that is limited for all of us is time.  With this in mind, don’t make the mistake of not prioritising your testing plan.  Make sure that you build up a testing plan that focuses first and foremost on the things that can make a big difference to the success of your email program.  If you are looking to improve brand awareness and therefore open rates, testing a single word change in a subject line is likely to deliver small improvements whereas testing frequency and day of send could deliver significant improvements.  Prioritise your tests to focus on the big wins first.

Mistake 3:- Not having a hypothesis to prove
I have seen many people test their email campaigns without having a hypothesis to prove or disprove.  Your hypothesis gives your testing direction and meaning.  For example testing to prove the hypothesis “More prominent placement of calls to action within my email will improve click through rates” gives your testing far more shape than simply testing with the aim of improving click through rates.

Mistake 4:- Not testing with a robust data sample
Ensuring that you have a robust data sample for your testing is imperative as failure to do so will leave all of your tests results in doubt.  One common mistake I have seen is selecting a sample size that is too small.  In my opinion anything less than 5% is going to be too small. 
Alternatively, some businesses don’t select their data at random. This creates a problem as the group you have chosen aren’t representative of your whole database i.e. the first 5,000 people in the database already have a long term relationship with you whereas the last 5,000 people in the database are just starting their relationship.  Make sure you don’t make the mistake of not using a robust data sample.

Mistake 5:- Forgetting to keep a control group
Don’t forget to keep a control group that don’t receive any elements of your email testing program.  This group of recipients are important for you to be able to categorically prove your hypothesis.  I have seen email marketers forget to set up a control group and then had their test results dismissed on the basis that they couldn’t prove recipients wouldn’t have acted in that particular way as a result of the changes made in the test. For example if you are looking to prove the hypothesis “A Welcome program will reduce the time it takes recipients to make their first purchase” a control group of recipients who don’t get the Welcome Program emails is imperative.

I know I have promised ten mistakes, so next week we will look at 5 mistakes people make with their testing once they have hit dispatch.