E-mail Marketing: Test for Success

When he checked the results at 8:30 a.m. the following morning, the free shipping offer was winning the test, so he instructed his team to set up the creative using that offer for a full scale launch that evening. But it would turn out that he was acting too quickly: On a whim, he checked the test again eight hours later, at 4:30 p.m. that afternoon, and found that the discount offer ultimately had outperformed the free shipping offer. But it was too late to change the creative and still launch the e-mail campaign that day.