E-mail List Testing: Tactics to Try

Developing an effective e-mail prospecting program, especially amid today’s heightened sensitivity to spam, can be a tough proposition, even for the most experienced direct marketing expert.

To be sure, the raw numbers needed to justify large-scale, opt-in e-mail testing just haven’t been that great. In fact, some catalogers have given up on e-mail prospecting. But there are some trends in e-mail marketing that could make the sales channel more productive for mainstream catalogers.