E-mail List Testing: Tactics to Try

Staying with the scenario mentioned earlier, Company A has a 100,000 name e-mail file and looks for an exchange partner. It finds a company that publishes magazines for enthusiasts of the outdoors. The publisher has 100,000 names and is interested in exchanging e-mail files.

The resulting campaign gets an 8-percent response rate and a 5-percent click-to-sale rate, with no list costs beyond pushing its partner’s message. Not bad!