Welcome to the Off-Season ... Now Get to Work

By Tom Sather

This shouldn't deter you from testing more subtle campaign variants with less-engaged subscribers, or from taking direction on cadence or frequency from highly engaged subscribers. By all means test as widely as possible, but keep in mind that their established patterns of behavior can shape the way you analyze the results.

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Companies:
Return Path, Inc.

Tom Sather Author's page Tom Sather is Return Path’s senior director of email research. Tom uses his knowledge of ISPs, spam filters and deliverability rules to advise marketers on how to get their email delivered to the inbox. He began his Return Path career as an email deliverability consultant working with top-brand clients like eBay, MySpace, IBM and Twitter. Tom’s previous experience includes roles with email service provider Experian and on the abuse desks for AOL, Bellsouth, AT&T and GTE.