A/B testing of e-mail should look beyond subject lines

12/27/2012 | HubSpot.com

Don't limit A/B testing of e-mails to the subject line -- expand it into areas such as the offer and the landing page, Ellie Mirman writes. By looking more closely at the target audience and serially testing variations on the format, timing and frequency of campaigns, marketers can isolate problems and maximize the impact of e-mail efforts.

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