The E-mail Exposure ‘Ceiling’: Ways to Measure and Make it Work

* Test the offer. Kapur suggests testing your message before your first transmission, no matter how small your list. “You can test subject lines, copy, images and offers,” he says. In addition, try segmenting the list into different groups, such as buyers vs. non-buyers and previous interactions. Testing the message with your customer database, he adds, will help you find your company’s exposure ceiling and ultimately show how to boost revenue and build your brand before encountering any negative effects.