E-mail Marketing: Test for Success

She then turned the podium over to Doug Williams, director of marketing for outdoor products catalog Sierra Trading Post, who detailed some specific tests he’s run and lessons learned from each.

* Wait for results. While e-mail marketing often can allow you to make quick decisions about a program’s fate, Williams cautioned not to act too quickly. To see whether a 10 percent-off coupon or free shipping offer, both for orders totaling more than $75, would garner a better response, he ran an A/B split test that launched at 2 a.m. one night to a small sample size.