10 Tactics for Online Testing

Which version will prove most effective? If your testing framework can support it, and if the creative can be built in a cookie-cutter format, then send them all. This brute-force, or shotgun, approach can be surprisingly effective at finding winners.

9. Test within, not between. In the offline world, tests typically are slow events, requiring time to prepare, launch and analyze. With online testing, results come immediately, often within hours. Smart marketers can exploit this early information to test within a campaign, rather than just between campaigns.