Split testing your e-shotsDo you spend hours planning email campaigns as a method to generate new business opportunities; only to find that they continuously deliver the same poor response rates?

You may start to think that you are wasting your time, but with a little bit of help you could be capitalising from one of the most lucrative forms of direct marketing. To do this, the answer is often to stop persevering with the same unsuccessful emails and simply start testing them!

Email testing has been a hot topic for marketers; and in my experience has been an effective and cost-free way to show how small alterations to your emails can have a surprising influence on their success.

The easiest way to start testing your emails is to run an A/B split test – divide your contact records into two even lists and send two slightly different versions of the same email to each. Features of your emails which you can begin testing are:
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